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COPYRIGHT DEPOSIT 



THE GROCER'S WINDOW 
BOOK 



THE GROCER'S 
WINDOW BOOK 



A compilation of practical plans for displays 
in the grocer's window. The series is com- 
plete, providing for the various lines of prod- 
ucts and the arrangement of attractive displays 
adapted to each. Special feature displays 
according to seasons and suggestions for the 
observance in the window of the important days 
of the year are arranged in proper sequence. 

The construction of the store front, the light- 
ing of the window, the preparation of show 
cards and other features contributing to the 
important matter of advertising the store's 
merchandise in the window, are described. 




By Ed. H. Philippi 

Editor and Manager, The Modern Grocer 
Chicago 






Copyright, 1914 

BY 

ED. H. PHILIPPI 



FEB 2 1914 



£f)« ILafcrsitie tyrtss 

R. R. DONNELLEY & SONS COMPANY 
CHICAGO 



QCLA3.618 59 



TO THE RETAIL GROCERS OF THE UNITED STATES 

The plans presented and described in this book are intended 
for adoption in the windows of those grocers who appreciate and 
acknowledge the advertising value of a strong, clean and dignified 
window display. There has never been published a book on grocery 
store windows worthy the name. In dedicating this book to the 
retail grocers of the United States, the author offers such suggestions 
and ideas as the grocer or his clerk can secure from the plans pre- 
sented on its pages, with the hope that the actual work of preparing 
his window displays, to produce the maximum in sales, may be 
made less, and the benefits resulting therefrom, greater. 





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The Window Book — Its Purpose 

The Grocer's Window Book is intended to fill that long felt want which has 
been voiced at some time by almost every grocer in the United States. 

This demand has been echoed by editors of many trade papers and authors 
of window trimming books treating lines other than groceries. There has been 
written and published considerable information for the benefit of the window 
trimmer in those other lines, but the grocery field has, in this respect, been 
badly neglected. 

The sales value of an attractive window display of foods is conceded. A 
strong appeal made by the grocery window is more direct and turns the desire to 
have into the state of having, between which stages the actual sale has been 
consummated, quicker than does any other line of goods displayed .in a window. 

Therefore, adequate displays in the grocery window have come to be recog- 
nized as not only an indispensable part of the proper conduct of the grocery store, 
but without question the most important method of advertising to promote 
sales. 

The plans and descriptions in this book have been prepared to conform with 
those limitations which naturally exist in the grocery business, and especially in 
the many smaller stores. They are intended as suggestions and not iron-clad 
rules. The man who trims the window should vary the plans as he feels will 
improve them. If a considerable expenditure of time, money, or even space 
is required, displays will be dispensed with in many stores, and the retention of 
a window trimmer's services is in the majority of cases out of the question. 

For that reason the Grocer's Window Book will meet with immediate 
acceptance by those hundreds of retail grocers who realize all too well that good 
windows sell goods. 

It is taken for granted that such precautions as will eliminate an untidy 
window floor, or dingy window glass, make impossible the showing of a special 
feature past its time, such as Christmas bells displayed in February, and the 
overcrowding of the display itself, are recognized as among the important 
fundamentals. 

The subject of the store's front as it relates to adequate window display 
space is discussed. The most effective method of lighting the window, the 
preparation of window cards, and other features are provided for. In several 
instances some representative windows are reproduced. 

The proper trimming of the grocery window is to-day an all important 
essential. Any additional information on this subject will be given upon request. 

The Author. 



INDEX 



PART ONE 

Store Fronts as Applied to Display Windows 17, 18 

To Combat the Frosting of the Window Glass 19, 20, 21 

The Efficient Lighting- of Display Windows 22, 23 

Show Card Writing in the Grocery Store 24, 25, 26 

Getting a Good Photo of the Show Window 27 



PART TWO 

A Series of Windows of Cleaning Sundries. 31, 32 

"Dirt Departs When These Cleaners Are Used" Display 33 

A Formidable Window Display of Sundries 34 

Display of Materials for Spring Cleaning 37 

A New Year's Resolution Display Plan 38 

Dutch Windmill Feature for Flour Display 39 

A Home Baking Materials Display Combination Plan 40 

A Window to Help Push Flour Sales in the Store 42 

A Baking Accessories Display Plan 43 

Your Baking Powder in a Strong Display 44 

Making the Fan Dried Fruit Window 45 

A Tasty Fresh Fruit and Vegetable Display 45 

A Combination Dried Fruit and Beans Arrangement 46 

A Minimum Quantity Foods Display 47 

Variation of the Arch Idea for Cartons 48 

A Soap and Soap Powders Layout 49 

An "After the Turn of the Year" Sales-Maker 50 

Baked Beans and Soups in Combination Plan 51 

Lincoln Window Plan for Martyr's Birthday 52 

The Real Washington's Birthday Window 53 

Valentine Candy Display That Will Make a Hit 54 

A Lenten Display of Fish and Cheese 55 

Another Good Lent Idea 56 

For Color Effects in a "Green Goods" Display 57 

Two Good Fresh Fruits and Vegetables Plans 58 

A Bakery Goods Plan and a Delicatessen Display , 59 

Some Striking Decoration Day Windows 60 

A Basket Window to Announce Spring 62 

A Trim for a Window with a High Background 63 

An Artistic Layout for Bottles and Cartons '. . . . 63 



Another Beverage Window Plan 64 

A Spring Seeds Window in a Simple Arrangement 64 

A Spring Window Plan with a Garden Gate 65 

Arch Window Display of Breakfast Foods 66 

Another Breakfast Suggestion Displaj- Plan 67 

A Novel Window Display for Cereal Goods 68 

Another Attractive Cartons and Bottles Plan 69 

A Simple Summer Window Feature Plan 70 

"Welcome" Window for a Refreshment Display. 71 

Fan Display for a Breezy Window Effect 72 

A Cause and Effect Flour Display Feature 73 

Some "Sane Fourth" Window Arrangement Suggestions 74 

Fourth of July Window with Real Materials 75 

An Easy to Trim "Fourth" Window 76 

Here's Another Good Summer Window 77 

June Bride Grocery Assortment Window 78 

Tackling Trade with a Football Play 79 

Some Practical Basic Plans for Window Groups 80, 81 

The Small Window Trimmed for Action 82 

Semi-Permanent Background and Foundation Plan 83 

A Plan for the Two Small Window Front 84 

Getting Ready to. Push New Canned Goods 85 

An Elaborate Setting for a Canned Goods Display 86 

The "Big Can" Canned Goods Display 87 

Another Canned Goods Trim with a Feature 88 

An Emblematic Coffee and Tea Display 89 

Oriental Setting for Tea and Coffee Display 90 

A Fruit Jar and Can Window Layout 91 

A Coffee Window Display Demonstration 92 

A "Light Lunch" Materials Arrangement 93 

Another Artistic Layout for High Back Window 93 

Contrasting Fresh Fruits with New Pack in Containers 94 

A High School as a Show Window Center 95 

Two Settings for Harvest or Autumn Windows 96 

A Color Scheme Variation for Cartons and Cans 97 

A Variety of Hallowe'en Window Plans 98, 99 

Catchy Layout for Coffee and Tea Window 100 

For Thanksgiving Menu Suggestions in the Window 101 

Two Good Thanksgiving Turkey Window Plans 102, 103 

Thanksgiving Trims with Center Features . . 104 

Some Strong Feature Windows for Christmas. . 105, 106 

Showing a Christmas Window with Santa Claus 107 

Last Minute Suggestions for Christmas Feature 107 

The Revolving Christmas Tree Display and How It's Made 108, 109 

Three Other Good Christmas Window Ideas 110, 111 

A "Back to the Regular Fare" Window. . . , 112 

Clock Tdea and How to Make It Work 113 



The Tower Window and How to Build It 114 

A Decorative Window of Fancy Groceries " 115 

A Simple Carton and Bottled Goods Window 116 

A Shelf Arrangement for a "Stock Idea" 117 

"Steps and Pyramid" Display Window 118 

The Brightest Window on the Street 119 

The "Right of Way" to the Consumers' Trade 120 

A Novel Quality Argument in the Window 121 

A Revolving Display Shelf Novelty Feature 122 

The Panama Canal Used as a Window Feature 123 

The "Locomotive in the Window" Feature 124 

A "Start to Finish" Summer Window 125 

A "Build Your Air-Castles with Our Goods" Idea 126 

A Fancy Goods Window with a Feature to It 127 

A "Fountain Head of Groceries" Plan 128 

A "Look Around Our Window" Arrangement 129 

Novel Feature for an Olive Window Trim 130 

Plan for Featuring a Coming Election 131 

Reproducing a Fire and Flames Effect 132 

"Our Brands Given the Decision" Feature 133 

The Rebus Window Message That Will Appeal 134 

A "Paris Hat" Idea as a Show Window Topic 135 

This Display Suggests School Lunch Materials. 136 

A Series of Nursery Rhymes Window 137 

The Jack and Jill Episodes Reproduced 138 

Peter and His Pumpkin Offer Possibilities 139 

Another Novelty Feature and How to Make It Work 140 

A "Close to Nature" Picnic Goods Setting 141 

The Use of Window Fixtures 142 



PART THREE 

A Variety of Prize Winners and Other Good Window Displays 

Reproduced from Photographs pages 147-162 



ADVERTISEMENTS 

The Welch Grape Juice Company 165 

Sprague, Warner & Company 166, 167 

The Shredded Wheat Company 168 

Calumet Baking Powder Company 169 

Butler Brothers 170, 171 

United Cereal Mills, Ltd 172 

Sherer, the Counter Man 173 

Inderrieden Canning Company 174 



Chase & Sanborn 175 

Clicquot Club Company 176 

Kellogg Toasted Corn Flake Company 177 

Frank U. Gray & Company 178 

The Oscar Onken Company 179 

Carl Netschert 180 

Walker Bin Company 181 

The N. K. Fairbank Company 182 

American Ammone Company 183 

James S. Kirk & Company 184 

The Pacific Coast Borax Company 185 

The Jaques Manufacturing Company 186, 187 

National X-Ray Reflector Company 188 

Fitzpatrick Brothers 188 

Corn Products Refining Company 189 

Good Housekeeping Magazine 190 




PART ONE 



Store Fronts as Applied to Display Windows 



Some Suggestions on the Construction of a Modern Front for the 
Store and How This Feature Affects the Proper Presentation 
of Displays Made in the Show Window. A Few of the 
Essential Points in Show Window Efficiency 
Emphasizing its Importance as an Ad- 
vertising Medium, 



When retailing began, the art of display 
began and up through its various stages 
probably no part of retailing has undergone 
such radical improvement as the art of dis- 
play. It is useless to try to get by the fact 
that every purchase each one of us makes, 
no matter what it may be, follows naturally 
that first step of attraction. 

The store front of to-day possesses the 
very same function it possessed in its con- 
ception — to show and sell merchandise. 
The degree of its success is always depend- 
able upon these elements : its fitness to the 
business with which it is associated, its 
general attractiveness and its efficiency. By 
"fitness to the business with which it is 
associated" is meant that a store front to be 



successful must be designed so that the 
merchant is enabled to exhibit practically 
every line every day. 

The primary function of a store front is 
to show and sell merchandise. Put an 
article in the window on display and its 
chance for quick sale is increased. Then it 
is safe to say that if four articles are dis- 
played in the windows the sales on these 
four articles will increase. A store front 
that will make possible the most compre- 
hensive and attractive display every minute 
of the day is one of the fundamentals in 
window trimming. 

A design of store front that has been 
adopted by a good many grocers with much 
success is one that can be installed in a 




17 




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A Variety of Store Front Plans Showing Different Methods of Providing for Vestibule, Window Space 

and Entrance to Upper Floor 



building all the way from 20 feet to 30 feet 
in width. There is one point it is well 
to bear in mind, and that is in the desire 
to increase actual show window space, don't 
sacrifice vestibule space. No matter how 
many hundreds of people become interested 
in the store's window displays and even 
stop to study them, they will not enter the 
store if crowding and jostling become ne- 
cessary. 

Large rentals are paid by stores to become 
centrally located — to become so located that 
the maximum number of pepole pass the 
store's windows. To be able to show the 
greatest number of people what they have 
for sale, through their store front, large 
rentals are paid. Some merchants even go 
so far as to state that two-thirds of their 
rental is for show window purposes. 

That the installation of modern store 
fronts is justified only in the largest cities 
and that the small town stores cannot afford 
to adopt modern and attractive store fronts 
is of course a fallacy long since exploded. 

There are to-day thousands and thou- 
sands of examples to disprove that thought. 

When a new store front is planned it is 
well to make a thorough investigation — to 
be unquestionably sure that the front adopted 
is the proper one. 

Make a study of some modern fronts to 
find new ideas, and when a good point is 



found and one that is successful, put it down 
on paper. It is not necessary to be a prac- 
tical mechanical draftsman in order to lay 
out a modern store front because a success- 
ful front is built around the requirements 
of the business with which it is associated. 
The only reason a new store front is justi- 
fied is its ability to increase your business 
because of its provision for attracting more 
trade. 

When a new front is to be installed don't 
leave all the dtails to a carpenter. No matter 
how much experience he has had in build- 
ing he is not competent to design the store 
front to fit the business simply because his 
experience has not been in that channel. 

First figure out what the business needs, 
then call in a carpenter to help work it 
out structurally. Most any carpenter can 
build a front that will keep out the rain and 
cold — most any of them can build a parti- 
tion — but it takes a merchant or a store 
front specialist to design a front that will 
fit the business — one that will modernize it 
and increase the sales of the store. 

The plans shown give an adequate idea 
as to the many different types that can be 
installed to produce the desired results. 

In the first cut the front elevation of a 
popular style of store front is shown. It 
is of simple design and presents altogether 
(Continued on page 21) 



18 



To Combat the Frosting of the Window Glass 



Several Plans of Ventilating Window for Preventing the Freezing of 

Moisture on Inside of Glass which Results from Contact of 

Warm Air with Cold Glass in Severe Weather. 

Liquid Applications of Little Real Value. 



When the frost is on the window your 
big advertising medium is out of circula- 
tion. Cold weather is no excuse for lack 
of effort at window trimming and frosted 
windows cause the passer-by to pass faster. 

An "open" window in a row of frosted 
ones will be the oasis in the desert and 
will attract that passer-by. A frosted win- 
dow glass is worse than having no show 
window at all. It is a silent witness that 
the store is not as progressive as it might 
be. A bright, cheery show window in the 
coldest weather is all the more inviting be- 
cause of the contrast between the window 
and the weather. 

Frost on show windows occurs because 
of condensation, which is caused, of course, 
by the difference in temperature in front 
and on the back of the plate-glass. If the 
air in the window is warmer than outside, 
the moisture therein condenses when it 
strikes the cold glass and in extremely 
cold weather turns to frost. 

For this reason it is necessary to have 
some arrangement whereby the temperature 
on both sides of the glass is practically equal. 

Some Preventatives Against Frosting 
Several remedies have been found suc- 
cessful to prevent frost-covered windows. 
Some of them are only good for slight cases 
of frosting. Where these simple remedies 
do not work, it will be necessary to venti- 
late the window, and in some cases to re- 
construct the window entirely and have it 
built along scientific lines. 

The methods to be described are not 
difficult to prepare nor do they cost very 
much. Figure A shows the floor of the 



window, with a hole cut in it and another 
cut in the outside baseboard. The two 
are connected by a common stovepipe elbow 
and the two holes should be covered with 
heavy fine mesh netting, in order to keep 
out as much of the street litter as possible. 

For a six foot window there should be at 
least two such openings and three would be 
better. On the floor of the window there 
should be placed a deflector that will send 
the incoming cold air up against the win- 
dow, and will also protect the wire netting 
and prevent its being easily broken. 

This metal cover should be closed on the 
two sides and made to flare towards the 
glass so as to throw the cold air towards 
it. Figure B shows the top of the window 
sash with holes drilled to allow the air from 
the openings underneath to escape. It is 
necessary that there be plenty of these holes 
in the top of the window, as constant cir- 
culation of this cold air is the essence of 
the plan. 

Figure C shows a metal hood attached 
outside of the top window sash, so as to 
prevent snow or rain from entering the 
window. 

There are several ways of ventilating 
windows of old pattern. First, the floor 
and background must be made thoroughly 
air-tight, and then the ventilation arranged 
by means of any of the following plans 
which adapt themselves to the construction 
of any particular window. 

One method is to bore holes through the 
window molding in which the glass rests, 
about one inch in diameter ; also bore cor- 
responding holes in the upper sash of the 
window, these holes to be six to twelve 



METAL f 
COVER, 



WINDOW FLOORING 



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GLASS 



COLD AIR 
"INLET 



TOP OF WINDOW SASH 



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19 



inches apart. There is a 
metal tube with screened 
ends that can be procured 
to fit into these holes, 
as in Fig. i. Fig. 2 sug- 
gests how these holes can 
be bored on the lower 
and upper sash of the 
window. 

If the glass is so set 
that there is no wooden 
sash to bore through, it 
will be necessary to over- 
come this by installing 
air ducts from the base of 
the window up through 
the floor. Fig. 3 shows 
an opening made in the 
front of the window base 
or bulkhead and a cor- 
responding opening made 
in the window floor. 
These two openings can 
be connected with tin 
pipe. In the top of the 
window is an opening of 
the same size. 

There are 'Still some 
show windows built in 
what might be termed 
"bay-window style," protruding out over the 
sidewalk. Fig. 4 shows how it is possible'to 
ventilate this type of window. All that is 
necessary is to bore holes through the floor 
which overhangs the sidewalk, with corre- 
sponding holes in the ceiling of the window. 
This provides for the ventilation. It will be 
necessary, however, to put a small tin cover 
over the holes in the roof, so that rain will 
not get into the window through the holes. 
In the upper corner of the drawing is shown 
a practical method of protecting these top 
openings. 




In a detailed drawing, in the lower part of 
Fig. 4, is illustrated one method of arrang- 
ing for a slide that will close up the open- 
ings in the base of the window. This is 
particularly desirable in summer, when ven- 
tilation is not needed, and when dust is 
likely to get into the window. 

Closed Back Practically a Necessity 
Where the back of a window is not en- 
closed it is practically impossible to use a 
ventilating system to prevent window 
frosting. About the only thing that can 




20 



be done in a window of this kind is to get 
enough heat next to the glass so that it is 
too warm for the frost to accumulate. Elec- 
tric heaters or oil heaters are sometimes 
used. Another method of heating the air 
adjoining the inside of glass is depicted in 
Fig. 5, where a gas pipe is run along the 
lower edge of the glass, the upper surface 
of the pipe pierced with tiny holes about 
one inch apart. 

When the gas is turned on and a match 
applied to these openings, a series of small 
gas jets throw an even amount of heat up 
over the entire surface of the glass. 

None of these methods are very sightly, 
and there is always the additional danger of 
fire, or damage to goods by the heat. 

• 
Preparations Applied to Glass of 
Some Help 

Some success has been had in slight cases 
of glass frosting by applying various prepa- 
rations to the surface of the inside of the 
glass. 

This plan at best is but a makeshift, how- 
ever. In many cases frost will not accumulate 
on glass that has been rubbed with a rag 



saturated with alcohol. This alcohol opera- 
tion will have to be repeated in very cold 
weather several times a day. Instead of 
using plain alcohol, some stores use glyc- 
erine and water, while others use ammonia 
and salt water, or alcohol and water. 

Another formula is the following : A 
thin layer of paste made of water, glycerine, 
white candy and sugar, in equal parts, with 
a small quantity of conmarin (which is a 
camphor derived from the tonka bean) 
spread over the glass, will not affect its 
transparency and prevents the precipitation 
of moisture and frost in many cases. 

Where windows do not frost over very 
badly it is possible to keep the glass clear 
by throwing a strong current of air over 
the inside surface by means of an electric 
fan, although this may be called _ an ex- 
pensive method. Screen the fan with mer- 
chandise or show card, so it cannot be seen. 
The current of air from the fan should 
strike the glass from one side and sweep 
over the entire surface, thus creating a cir- 
culation of air over as much of the glass 
surface as possible. For extremely large 
windows it is often necessary to use two 
fans. 



Store Fronts as Applied to Display Windows 

(Continued from page 18) 



of cast-iron parts and glass. The construc- 
tion aims at the presentation of the store's 
front, hiding nothing from the view of the 
passer-by. 

At the top and across the entire front of 
the store is a wide metal cross beam sup- 
ported at each side of the building by cast- 
iron columns. The prisms immediately below 
this beam are set in narrow metal strips, 
which applies as well to the plate-glass win- 
dows. The section below the windows are 
likewise of this same construction and the 
cast-iron vestibule arrangement is shown in 
the plan at the bottom of this group. 

At the right is shown a cross section of 
the store construction of the store front, so 
enlarged as to give in detail the metal parts 
which support firstly the wall of the build- 
ing above the store front, the several sec- 
tions of metal holding the glass and then 
the ventilating feature, which makes pos- 
sible a clear glass show window during cold 
weather. 



A careful examination of this portion of 
the drawing will reveal the vents or open- 
ings designed to ventilate the window and 
so make possible a clear view of the con- 
tents of the show windows. The draining is 
accomplished by means of these openings, 
as all condensation from the windows falls 
directly through these openings, dispensing 
with the use of a gutter. 

Another of the important features of this 
construction is the possibility of setting of 
all glass from the outside, making unneces- 
sary the ripping out of the entire contents 
or inside fixtures of the window when a 
pane of glass is to be set. 

The other cut shows a variety of floor 
plans providing for the layout of vestibule 
window and stairway entrance to upper 
floors. 

"Increased sales" is the one big business 
excuse for the installation of a new store 
front. 



21 



The Efficient Lighting of Display Windows 



Eliminating the Glare on the Eyes of Those Attracted to Your 
Windows; Uniform Distribution of Light Over Entire Dis- 
play; Securing Best Results for Different Types of 
Windows; Essential Points in Creating a 
Powerful Advertising Value for the 
Store's Window Displays. 



With the realization that the display in 
your window can make or lose business for 
you must come the acknowledgment of 
that window's value as an after closing hour 
attraction for the passer-by. Therefore the 
proper lighting of that window is an all- 
important subject. 

The window display should be brightly 
illuminated, but lamps should be so placed 
as not to be seen from the sidewalk. The 
delicate organs of the eye are affected by 
bright light sources as the seeing power of 
the eye is greatly lessened.. The effect of 
such a glare is not unlike the blinding sen- 
sation occasioned by looking into the sun. 
This is now a well recognized principle and 
cannot be too strongly emphasized. The 
light should be so reflected as to protect 
the eye of the person looking at the dis- 
play in the window; all of the light should 
be thrown down on the display, and for 
economical results no light should be 
wasted on the ceiling of the window or side- 
walk. 

Uniform Distribution of Light Essential 

A uniform light with the proper shadows 
to give strength to the display gives the 
desired effect. If one corner of the window 
is in semi-darkness the whole window looks 
untidy. 

In this connection the matter of reflective 
properties of various shades of goods dis- 
played in the window is an interesting sub- 
ject. It has been found that dark blue re- 
flects 6^ per cent of the light falling upon 
it; dark green, about 10 per cent; pale red, 
more than 16 per cent ; dark yellow, 20 per 
cent; pale blue, 30 per cent; pale yellow, 
40 per cent ; pale green, 46^ per cent ; pale 
orange, nearly 55 per cent, and white 70 
per cent. 

A window finished in light oak can be 
lighted with much less wattage than a win- 
dow finished in dark mahogany; likewise, a 
window in which white goods are displayed. 

During the day there is a rather low in- 
tensity of light in the corners and rear of 
show windows, and there is usually more 
or less glare on the glass that prevents a 
clear view of the entire display. At night, 
artificial light can be arranged to give an 
even illumination over the entire window, 
and a correct blending of lights and shadows 
will emphasize the principal feature of the 



display and produce artistic effects that 
cannot be obtained without artificial light. 
With the right equipment it is possible to 
secure in the average show window the un- 
usual and beautiful lighting effects that are 
produced upon the stage. 

When these lighting effects are added 
to or made a part of the display, a show 
window attains its greatest power to at- 
tract attention. Here is the result of a test 
made in one store window : 

By actual count, extending over four 
nights, a certain show window attracted the 
attention of 12 per cent of the passers-by. 
Then the lighting equipment was changed, 
and light was used in a decorative way as 
a part of the display. 

The window then attracted the attention 
of 72 per cent of the passers-by, showing 
an increase in value of 500 per cent due to 
the attractive power of light. The differ- 
ence in the cost of current was only two 
cents an hour. 




22 



Big Advertising Value" , of Window at 
Night Recognized 

That a show window is given its maxi- 
mum advertising and selling values through 
the use of artificial light will be recognized 
as a truthful statement. It is fortunate 
that show windows are most attractive at 
night, because then the people on the street 
are less hurried and in a receptive mood. 

An eastern merchant wanted to test the 
attractive power of light. He removed all 
the goods from his show windows'. Then 
he covered the ceiling of each window with 
one hundred watt tungsten lamps equipped 
with focusing reflectors. That evening he 
placed men behind screens to count the 
number of people who stopped to look at 
the windows. 




windows ; (4) for low deep windows, and 
(5) for very small windows, show cases, 
picture lighting, etc. 

To get a uniformly lighted window, it is 
necessary to choose a reflector which is 
scientifically designed to distribute the light 
from the electric lamp in such a manner that 
it will just "fill" the window, making the 
light uniform in intensity at top and bot- 
tom without undue waste of light on the 
ceiling or sidewalk. 



No. 1 

For Square 
Windows 





No. 2 

For Window 

withLoworNo 

Background 



By actual count no one passed the win- 
dows without looking at them, wondering 
at the intensity of the light. 

That light alone will attract attention on 
one of the most brightly lighted streets in 
the country, and that brilliant illumination 
will increase the attractiveness of show 
window displays, was proven conclusively 
by that experiment. 

Different Types of Reflectors and Their 
Uses 
One line of reflectors designed to control 
light rays and throw them all on the dis- 
play so that no light is wasted on ceiling or 
sidewalk has been used with great success 
by many merchants. The reflectors are 
corrugated, eliminating all streaks, and de- 
liver a uniform flood of bright white light. 
They are of glass silver plated, and being 
opaque hide the lamps. They are made in 
five types (see illustrations) : (1) to be used 
in nearly square windows; (2) for the same 
windows if they have a polished, low or no 
background at all; (3) for high shallow 



No. 3 

For the 

High Shallow 

Window 




With electricity so cheap and continually 
getting cheaper, and the possibility of ob- 
taining the advice of experts free, and 
scientifically designed reflectors which will 
give perfect lighting, efficient show win- 
dow lighting can easily be made a mighty 
profitable investment. 



-'3 



Show Card Writing in the Grocery Store 



Four Lessons Describing the Necessary Materials for Good Results in 

Show Card Writing. How to Produce the Pen Stroke 

Letter, the Roman Stroke, and the 

Fast Pen or Brush Letter. 



Lesson One — The Necessary Materials 
It is not the intention in the few lessons 
that follow to give a complete course in 
practical study of show card writing. The 
thought behind these lessons is that they 
may be useful to the grocer in doing the 
necessary show card writing for grocery 
stores, where a great number of cards in 
black and white work, or staple, easily read 
alphabets are in demand, and therefore just 
three of the easy rapid single stroke show 
card alphabets are explained here. 

Before taking up the details of the making 
of these different alphabets, a few remarks 
in regard to tools and materials required 
for doing rapid show card lettering are in 
order. 

First, it is necessary to have a set of red 
sable chisel edge brushes, in sizes No. 6, 
making a stroke Yz inch wide, No. 8, 3/16 
inch wide, No. 10, ^ inch wide, No. 12, 
5/16 inch wide. These should always be 
taken care of at the close of the work, by 
dipping in water and drawing all ink from 
the bristles, cleaning thoroughly, and flat- 
tening to the chisel shape, then left to dry 
in this position. Do not carry these brushes 
in the pocket or in an envelope or receptacle 



where the bristles touch a surface to cause 
them to twist out of shape. Otherwise the 
brushes will be of little practical use for any 
length of time, and it will be impossible to 
do good work with them. 

Prepared show card inks are to be had in 
any color from one ounce to one quart 
bottles. Because of the perfect prepara- 
tion of these inks it is suggested they be 
used instead of oils or opaque paint for this 
work. 

A suitable card for grocery show cards 
is a plain white six ply bristol board, coated 
one side, which comes in standard dimen- 
sions of 22 x 28 inches, and this can be cut 
in the standard sizes H> Z A> and Y% sheets. 
The best pens for rapid show card work to 
be had at a nominal cost are known as 
Soennecken pens, and range in size from 
No. to No. 6. No. 1 makes a stroke 3/16 
of an inch wide. 

Lesson Two — The Pen Stroke Letter 
The subject under discussion in regard to 
show card writing for grocers for this lesson 
will be the Roman pen stroke letter. This 
letter is very useful in card writing and has 
become quite popular because it can be made 



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The Roman Pen Stroke Letter Can Be Made Very Rapidly and Used to Advantage 
for Many Smaller Signs 



24 



very rapidly. This style of lettering can 
be used to advantage for small counter signs, 
price tickets, and window cards, on this 
account. The great advantage in using the 
pen for show card writing is its use on small 
letters. It is generally confined to letters 
less than y 2 inch in height, the larger one? 
being made with the brush. The cut on 
the preceding page is an alphabet of the 
Roman pen stroke letter, made with the 
Soennecken pen. 

To begin practice on the Roman stroke, 
use a No. 2 pen, and six ply bristol board, 
with a coated surface, and a good show 
card ink that will flow freely from the pen. 
Equal parts of Bissel's show card inks and 



has practiced, the Roman brush stroke will 
be able, with little trouble, to handle this 
alphabet, this being a matter of practice 
only. 

Lesson Three — The Roman Stroke 
This lesson takes up with a simple and 
easy alphabet and numerals for brush work, 
known as the Roman stroke. 

For show cards of large size, or where, 
striking headlines are suited, the grocer will 
find old Roman letters and figures easy to 
make and hence with a very little practice, 
good style and results are obtained. The 
Roman stroke letter is of more general use 
than most any of the different styles of 






The Roman Stroke for Brush Work. Used for Large Cards, ^Show Letters^and Numerals 



Higgins Eternal inks or letterine thoroughly 
mixed together make a good pen ink. Let- 
terine or Bissel's show card ink used alone 
for the pen is too thick. Higgins Eternal 
ink is jet black and very thin, and the two 
inks mixed together flow freely from the 
pen. Water may be used to thin the show 
card ink or letterine, if found too thick. 

Take note of the letters A, B, C, D, E, F, 
and G, also the figures 1 to o, and the lower 
case letters a to e. Each letter is arrowed 
and numbered. Number 1 indicates the 
first stroke and the position. This same 
rule applies for all the letters. 

In another sketch we will show almost 
identically the same alphabet made with the 
brush. Anyone who is familiar with, and 



letters. The grocer is likely to see a great 
many cards lettered with this style and thus 
become familiar with it, so that at spare 
times he will return to practice it; and you 
know the old adage that "practice makes 
perfect." 

The general formation of other alphabets 
is nearly the same as the Roman, the dif- 
ference being the width of the stroke in 
different parts of the letters, the general 
direction of the stroke remaining the same. 

Take the capital letter "H," for example. 
In practically every style this letter is made 
with two strokes downward and one from 
left to right. To make a Roman stroke 
capital H, take note on the plate this is 
made in three strokes, two down and one 



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nopqnsluuiuxyz: 

Single Stroke One<Posilion 



The Single Stroke for Pen or Brush. Made with One Swing of the Arm 



across. The spurs are made with a short 
stroke horizontally. 

All strokes and directions necessary to 
do rapid work with this alphabet are shown 
at the beginning of the plate. Try this 
style, either large or small when you have 
a great number of cards to make in a 
limited time. You will surprise yourself 
with results immediately. 

Use lower case or small letters in con- 
junction with capitals for general work. 
This gives more white space as a back- 
ground to make the wording stand out 
prominently. 

Lesson Four — The Fast Pen or Brush 
Letter 

The show card should be made to say 
something. There are just two kinds of 
show cards that talk, one has introductory 
reading, the other suggests some specific 
quality, demand, or use of the article. 

Whatever a grocer may wish to say about 
certain goods he can print on a show card 
to place in the display window or the in- 
terior of the store alongside the goods ; and 
here a good fast letter, made with pen or 
brush is the best asset for doing good work. 



The alphabet reproduced above is made 
with pen or brush, using a single stroke and 
movement from one position. If the pen 
is used it is held in one position through- 
out with the card straight in front of the 
writer. 

The edge of the pen touches the card at 
an angle of 45 degrees. The spur and 
stroke of the letter is made in one swing 
of the arm. Again, we use the letter h, 
lower case, as an example. This letter is 
made in three strokes, spurs included. 

Starting with the top spur made hori- 
zontally with a short stroke from left to 
right, bring the pen straight down, holding 
the point on the card at the 45 degree angle. 
Make the bottom spur with the same stroke, 
by using the short stroke to the right hori- 
zontally. Thus the first stroke and two 
spurs are completed without taking the pen 
from the card. 

Use this same principle throughout. In 
spacing the letters, the idea to bear in mind 
at all times is the equalizing of each space 
between letters, which does not mean that 
the space between each must be the same 
but it is necessary to have the general area 
of white space equal. 




26 



Getting a Good Photo of the Show Window 

While Photographing a Display in a Show Window Is Acknowledged 
a Difficult Matter, It Can Be Accomplished with a Minimum 
of Disappointments by the Merchant or Window 
Trimmer when Certain Precautions Are Ob- 
served. Some Valuable Pointers. 



A good window, the kind that will make 
them stop and study its contents, is an asset. 
To preserve the original is impossible, so a 
faithful reproduction is often the much de- 
sired object of its originator. 

Too many good windows are poorly por- 
trayed in the photographs taken, so to get a 
good picture a few precautions are neces- 
sary, as it is a fact that a show window is 
one of the most difficult things to photo- 
graph. 

The Necessary Precautions 
If there is a broad street before your win- 
dow, or an open space, it will be almost im- 
possible to take a picture by day; for, plant 
your camera where you will, it is always 
darker in your window than it is outside, 
and the opposite condition should prevail. 
But you can get it at night. See that your 
electric lights, while flooding the window, 
are themselves hidden from the street. If 
you have a good lens, from ten to thirty 
minutes' exposure will be enough. 

The size of the diaphragm is also to be 
considered. The smaller the diaphragm the 
more time required; but the small dia- 
phragm also gives an additional sharpness 
to your picture. And then people can walk 
between the camera and the window with- 
out injuring the picture — provided they 
don't stop short. The time required is also 
influenced by the rapidity and make of the 
plate. Therefore, you have three things to 
consider in timing your picture — lens, plate 
and diaphragm. 

A good time to photograph a window is 
early morning, on a clear day; just before 
sunrise. The light is strong and penetrating, 
and a good picture will usually result. Re- 
member that the interior of your window 
must be light. If your window is darker 
than the street, the glass acts as a mirror, 
reflecting everything on the opposite side of 
the street. 

Eliminating the Reflections 
A method often adopted with good success 
is as follows : Make a cloth screen of black 
cambric sufficiently large to shut off all re- 
flections when raised before the window. 
Fasten the two upper corners to poles, and 
when about to take the picture have two 
men or boys raise the screen just back of 
the camera. All reflections will be avoided, 
and a clear picture results. Flashlight pic- 
tures will not avoid reflections. There is 
a popular idea that the camera cannot lie, but 



if it cannot it is still capable of great ex- 
aggeration. 

Reflected light streaks on the polished sur- 
face is much more actinic than the remain- 
ing surface, and in photographing it in the 
ordinary way we are bound to get an over- 
exposure, which brings on what is tech- 
nically known as "halation." Halation is the 
nightmare of photography. 

It has been found that halation can best 
be obviated by backing the photographic 
plate with a sheet of chemically prepared 
paper, which is known in the trade as "Hala- 
tion Destroyer." These destroyers are very 
simple to apply, and are inexpensive. They 
are put up two dozen sheets in a package, 
and 5x7 size sells at 25 cents per package. 
They are made in all sizes. 

Avoid Sunlight on Window 

If the show window contains only black, 
White, brown, green and dark-colored goods, 
it will only be necessary to use the destroyers 
back of the plate, but if various shades of 
blue, violet and purple appear, then it will 
be advisable to also use a ray filter in front 
or back of the lens. 

The action of the ray filter is to reduce 
the entire subject to monochrome, so that 
the highly actinic colors — blues, purples and 
violets — will not cause over-exposure. To 
use a popular phrase, the ray filter "holds 
back," or retards, the highly actinic colors. 

Show windows should never be photo- 
graphed when the sun is shining upon them, 
all advice to the contrary notwithstanding. 
A dull day or early morning light will give 
better results than a bright day or when the 
sun is high. Where a window is illuminated 
by electric light, the evening is the ideal 
time to photograph it. 

If the electric lights are in full view, pre- 
cautions should be taken to cover them, for 
if a long exposure is made they will halate 
the plate. The lights can easily be hidden 
from view by the proper arrangement of 
the goods or decorations. 

The best plate for window photography is 
a non-halation plate. You can get a good 
negative with the other plates, but the non- 
halation gives one more leeway in making 
the exposure and a better opportunity to 
correct errors in the development. 

Having two emulsions, the first coating on 
the glass is very slow, and the second very 
fast So, if there are anv strong high lights 
in your display, they are checked when they 
reach the slow emulsion. 



PART TWO 



Series of Windows of Cleaning Sundries 




The sign to be placed in the rear of this 
window, as shown in the drawing, will 
cause considerable comment. The cases 
are of those groceries that will be tried in 
the homes of the people during not only the 
house cleaning season, but every wash day. 

As staples do not run into money very 
recklessly, a good display of original cases 
of bluing ammonia, washing powders and 
scouring powders, soaps, brushes, mops, 
brooms, clothes lines, dusters, chamois and 
countless other articles can be brought into 
this window of important cases. 

While the display of full cases of any of 
the articles mentioned will not make a very 
large outlay, still the cases of package goods 
need not necessarily be filled solid all the 
way through. If this is desirable, fill the 
bottom of the cases with other material to 
take up space and display only one top layer. 

The brooms are stacked up in each corner 
and bound together with cotton or jute 
clothes lines. Pyramids are built on each 
side and are made of cartons, cans and 
bottles. 

A sample combination order of washing 
powder, soap, scouring powder, a scrubbing 



brush and broom can be grouped in the 
front part of the window, and a description 
of the special features or properties of 
that particular article given, together with 
the price, will create interest and make 
sales. 

Another variation of the plan of window 
here shown is to take one article out of each 
one of the cases and arrange the articles so 
taken along the front of the window. Con- 
nect these articles with the cases from 
which they were taken by means of baby 
ribbon or narrow strips of paper, showing 
what the dirt eradicator looks like outside 
of the case. Also, affix a price that will 
bring the customer into the store. 

These important cases to be tried by the 
American people will make an interesting 
window. 

The window represented in the second 
cut contains also a figure which, compared 
to that in the first cut, is perhaps easier to 
construct as it has for its support the handle 
of the broom, of which the brush part it- 
self is the face. 

The arrangement of this window is 
simple enough, and in arranging the details 
the drawing can be followed. 



3i 




Here's a window, the one shown in the 
second sketch on this page, that fairly bris- 
tles with bristles. It is full of brooms and 
brushes, and to make it exclusively a broom 
and brush window the mops and package 
washing powders may be omitted. This 
should not be done, however, if the ceiling 
display must be left out, as may be found 
necessary in the case of some windows. 



The star formed by sixteen whisk-brooms 
at the front and in the center of the window 
is made by crossing four laths, to which 
are wired the eight sets of whisk-brooms 
stuck together at the brush end. 

The laths must necessarily be fastened 
securely together at the center, and then 
to give the thing greater rigidity strips of 
cardboard can be stretched from one lath 




32 



"Dirt Departs When These Cleaners are Used 



yj 




to the other. These strips of cardboard are 
described in the drawing by the heavy black 
lines. 

As an accessories window, goods that 
can be offered at popular prices and still 
profitable, this arrangement has merit. Get 
the January business by the collar and 
shake the dull talk out of it. 

It's conceded right here that as far as the 
average grocer can go in this house clean- 
ing campaign is to give the line a tremen- 
dous push into the display window, and 
that is no mean effort. In many stores 
the campaign must end right there, but 
even that amount of prominence is ample 
if it is properly handled. 

Fortunately, this class of ware adapts 
itself to the preparation of some unique 
arrangements. Where the man who trims 
the windows has a knack for bringing out 
ingenious effects the ware lends itself 
admirably to an active campaign of this 
kind. 

The theme in the above window depicts 
the dawn of a spirit of cleanliness. The 
time for an organized campaign against 
old man dirt, who, we will assume, has been 
disturbed only in a superficial manner on 
the Saturdays of the past year, is an- 
nounced. Every woman customer in the 
store will realize at once that the sugges- 
tion fits her case and will respond. 

Old Sol is represented on the bottom of 
our menial friend, the tub. This can be 
either a wood, fibre or galvanized tub. The 
bottom should be turned forward and 



painted a bright yellow color, with an in- 
scription, as shown in the sketch. Rays 
are represented by twisting strands of col- 
ored paper extended from a wire placed 
around its outer rim. 

The horizon over which this bright spot 
is appearing is backed up by a row of ma- 
terials of various kinds to represent the 
tops of buildings. By means of packages, 
bottles, inverted wood-chopping bowls, etc., 
tall skyscrapers, church steeples and domes 
of buildings can be represented. 

The figure at the front is "old man dirt," 
who is shown stealing out of the picture 
because of the attacking army at the rear 
of the window. This figure should not be 
given too much care in preparation, as the 
more unkempt and slovenly he appears the 
better the effect. 

Get an old suit of clothes, stuff it with 
shavings, sawdust or straw, put an old pair 
of discarded shoes at the end of the trou- 
sers, fill a pair of canvas gloves with saw- 
dust, and fasten to the sleeve ends. For a 
head use a mask or a cardboard cut out; 
for the strands of hair use shavings or a 
mop head, and top it with an old hat. Shove 
a strand of heavy wire through his legs 
and arms and bend them to desired posi- 
tion. 

Lampblack distributed over the entire 
figure in a liberal manner will round him 
out as a fit object to attack with the sort 
of sundries you are going to bring into the 
limelight for the time being. This window 
ought to work out in good shape. 



33 



A Formidable Window Display of Sundries 




Here is another plan to give the staples 
a little attention. A woman passing a show 
window and seeing a display such as ar- 
ranged in the drawing frequently will be 
reminded that Monday is wash-day. 

Now, then, you might as well let staples 
attract other business to your store. And 
they have proven themselves "pullers." 
Then it is easy to work in some profitable 
food items. What if you don't make a heap 
on those staples? 

Use the drawing as a basis, arrange your 
display to conform to the shape of that 
window that you have decided you can't 
do much with. 

The brooms in the background and on 
each side should not be too expensive, 
albeit brooms are high now. Take a 24- 
pound, four-string broom and put a special 
price on it. Display packages of gloss 
starch, polishing starch, washing powders, 
carton lamp chimneys. On the top of each 
pyramid should be a bottle of your bluing 
or ammonia. 

The foundation can be arranged by 
placing empty boxes, graduating in size 
from front to back, to make a series of step- 
like platforms, as shown in the illustration. 

Put prices on each item that will rivet 
attention, nail the order almost before the 
customer enters the store. The window 
will bring you satisfactory returns. It's 
always a case of taking the "bitter with 
the sweet." You'll find it mostly sweet. 



Vacuum cleaners have not yet gained 
sufficient hold to affect the sale of your 
cleaning utensils, the sundries of the gro- 
cery business. 

At house-cleaning time the demand needs 
stimulating even though the season is of it- 
self a stimulator for the demand for this 
class of goods. Demand left to take care of 
itself will go where fancy carries it. A well- 
planned campaign to capture that demand 
will land it in your store and more than ever 
make your store headquarters for supplies 
whether for a Sunday dinner or a house- 
cleaning bee. 

In the next window display the brooms 
are so placed by inserting the ends into holes 
bored into a semicircular wooden center as 
to produce a very artistic effect. Feature one 
item in this window each day. Then change 
the window to one featuring some other 
cleaning utensil. Use them as leaders at 
a time when they are in demand and bring 
into prominence in the store the more prof- 
itable goods you always want to push. 

Brooms, mops, scrubs, washtubs, clothes 
lines, washboards, clothespins, package 
starch, borax, ammonia, bluing, ironing wax, 
soap chips, lye and all of the other dirt dis- 
pelled can go into his scheme. The general 
plan of the window may be followed to good 
advantage. 

Window No. 2 contains a variety of the 
implements of "war." The arrangement 
creates a good window, and especially after 



34 




inventory there will be found many odd 
items that for good .reasons it will be most 
desirable to move. 

Into this window go brooms, mops, wash- 
boards, clotheslines, washtubs, ironing 
wax, package starch, soap, clothespins, 
scrubs, bluing, borax, ammonia, and all of 
the other things that are daily -staples in 
the home. The labor of arranging this 
window is insignificant, and while it does 
not intend to feature your leaders or tend 
to create the impression that you specialize 
on such items, the profit made on them is 
just as good as any other that can be 
turned, and then it helps wonderfully to 



concentrate the trade. "Buy all your goods 
in one place." 

This idea is particularly good when the 
spring house-cleaning is coming on apace. 
A window like this should show at least 
something of every item in the line of 
cleaning utensils and products which can 
be used during the annual cleaning. 

The nest of tubs forms the center of this 
window. In front are various kinds of 
brushes placed directly on the floor of the 
window, while on either side of these are 
cases of ammonia and cakes of soap. 
Boxes of cleaning powders, brooms, mops. 
washboards and clotheslines furnish the 
sides of the background of this window. 




* MM«Ute iiAMMMrtttW. ,y, km r ^rfy^Vfr^^y^,^^^^ 




The plan takes advantage of window with 
a floor on an incline. In the drawing Jay- 
out for some staples or sundries is provided 
for. 

If the floor of the window is flat, a two- 
foot raise to the rear of the incline is about 
right. It is just enough to bring the dis- 
play out prominently, making the placing of 
the goods a not difficult matter. A change 



from the usual light-colored floor in the 
window will also create a variation. Cover 
the plane so constructed with a dark-colored 
paper or cloth. The majority of the items 
t obe placed on the plane will be of a 
light shade and a contrast will be brought 
about. 

The plan suggested in the drawing can 
be followed to good advantage. 




36 



Display of Material for Spring Campaign 




In the large stores, where the different 
lines are departmentized, during house- 
cleaning seasons the women are lined up 
along the brushes, brooms and mops, etc., 
counter, the inside rows of broomcorn are 
scrutinized, the brooms are weighed in the 
hand and the clerks are busy, for house- 
cleaning time is not far away. 

A window arrangement of this sort of 
stuff is always a handy one to have on tap, 
when winter is gradually sliding out of the 
lap of spring. 

The trouble with the average window of 
this sort is that it is too mixed up and too 
crowded. The one shown in the drawing 
is none of those. It is laid out on a definite 
and simple plan, but even at that the plan 
may be changed slightly to suit the de- 
sires of the man arranging it. 

At either side, in the rear of the win- 
dow, are two posts, which will depend for 
their height upon the will of the man who 
trims the window. A pile of four or five 
empty No. 2 canned goods cases set on 
end, covered over with strips of manila 
ripped from the roll on the counter, will 
serve as covering. At the top a feather 
duster may be inserted by boring a hole in 
the top box. 

The plan of decoration of the front of 
these posts is shown in the drawing. The 
decoration between the two posts at the top 



of the center background is optional. 
There is in many stores no provision made 
for a background to the window, and 
therefore too much height here is not al- 
ways desirable. This sundries window 
depends for its effect upon the display at 
the center and some kind of a shallow back- 
ground should be installed. 

A number of floor brushes on handles 
are shown arranged in a semicircle, be- 
tween each of which may be placed a wide 
paint or whitewash brush. In front of 
this background is a display forming the 
centerpiece of the rear effect. For this 
purpose a pile of small boxes of starch, 
clothespins or boxes of soap is con- 
structed. Then a pyramid is formed by 
using an extra large tub, a medium tub and 
a variety of sizes of pails. 

This entire display can be made upon a 
platform, as shown in the drawing, and the 
border prepared by means of using a series 
of the round cans of cleaner on the mar- 
ket. The lower decoration on the posts at 
either side are small coils of rope or clothes- 
line fastened against the posts. 

Brooms are shown at either side of the 
window. If the window has no side walls, 
a ix2-inch or heavier strip laid on end and 
fastened to the pile of boxes serving as 
posts at the rear of the front and inside 
frame of the window will serve as the sup- 
port of the display of brooms. 



37 



A New Year's Resolution Display 




One of the resolutions every merchant 
should adopt the first of the year is to im- 
prove his window displays. 

The design illustrated is a good start 
toward this consummation. Here is a New 
Year's window that will make 'em stop and 
look over things. It is not difficult to con- 
struct and is adaptable for any window. 

The book may be made a size to fit the 
window. The method of construction is 
shown in the smaller illustration in the 
upper right-hand corner. The book is built 
from light lumber. 

When the frame is complete, string tape 
across the openings to support heavy paper 
that is to be pasted on to represent the leaves 
of the resolution pages. Then with this 
paper — which, by the way, may be obtained 
from the local printer, if you do not have 
it in stock, the book will be ready with the 
exception of the edges. Raisins may be 
pasted on the edges to give the appearance 
of marbling. 

The wording may be to suit the occasion. 
For instance, "Resolved, That the year 19 — 
will bring to the customers of this store an 



unexcelled service which will warrant the 
patronage for another year." 

Or, "Resolved, That John Smith & Com- 
pany appreciates the friendship of its cus- 
tomers and during the year 19 — will con- 
tinue to serve them better, if possible, than 
during any previous year." 

And in the other sheet may be written 
some of the improvements that will be in- 
stituted during the year. 

The new brooms, the holly decorations, 
the cartons and bottled goods, with a little 
fruit, completes this window. 

To the dealer who wishes to go into the 
matter a little bit more elaborately, the pages 
of the book may be covered with glue and 
the words made up of nuts, coffee, rice, or 
fruits, and lettering worked out in the ar- 
ticles themselves by placing them on the 
glue. 

"Happy New Year," or "19—" may be 
worked out by an arrangement of the color- 
ing in the articles displayed. For instance, 
in a body of almonds or English walnuts, 
the words will stand out in Brazil nuts. 
Or, if rice is used, coffee will bring out the 
words. 



38 



Dutch Windmill Feature for Flour Display 





This window calls for a little action. The 
feature if prepared as a motionless object 
can be made to produce an attractive win- 
dow, but to get real action into it requires 
so little that it ought to be. produced as that 
kind of a display. 

It's no more than a reproduction of a 
Dutch windmill. The excuse for it is a 
flour display. Flour purchases can be made 
to take a jump from now on, and the plan 
is a good one as a feature for a flour win- 
dow. 

Heavy cardboard constitutes the construc- 
tion material. The drawing shows the main 
structure to have about twelve sides or sur- 
faces. The thing to do is to cut out a pat- 
tern of paper and bring the ends together to 
secure the proper diameter and slant of the 
sides. A pattern should also be made for 
the roof of the mill. 

After the proper patterns are made, place 
them on heavy cardboard and cut outlines 
with a sharp knife. Make the twelve sur- 
faces by creasing sufficiently on the inside 
where the board is to be bent, with the back 
of the knife blade to insure even bends and 
prevent the board from cracking through. 

The pattern of wings shown in the draw- 
ing should be copied and reinforcement 



given the cardboard used for this purpose 
by thin strips of wood tacked to the back. 
This will be necessary, so as to anchor each 
wing firmly in the hub which may be a 
large spool. To the end of the spool fas- 
ten a good-sized pulley wheel. 

Get out the electric fan — or a small toy 
motor w r ill answer, and is a handy adjunct 
for many similar window plans. By means 
of a belt and another pulley connect the 
pulley with the spool. Have the pulley on 
the motor small enough and the one on 
the spool large enough so that the fan will 
turn slowly and lazily, so as to reproduce 
a realistic effect. 

This feature will form an excellent set- 
ting for a forceful flour display, and the 
display should take in every variety sold in 
the store. Here, too, absolute cleanliness 
should prevail. Let the whole display have 
a clean-cut appearance, and stand out 
through a "clear as crystal" window glass. 

The plan in the second cut may be used 
as a "Beginning the New Year right" sug- 
gestion in a flour and syrup window. The 
working basis for the morning "stack" of 
cakes, the accompaniment in bottles and 
cans, the material for the staff of life are 
displayed. 



39 



A Home Baking Materials Combination Plan 




Here is a window display plan that pre- 
supposes the early rekindling of the fire in 
the kitchen range. 

It's a baking idea. Staple items for the 
baking of bread, cake, pies, muffins, bis- 
cuits, etc. The plan takes in as well ma- 
terials for the "hot cakes" feature. 

The center feature in the window dis- 
play is the flour barrel together with the 
trimmings shown in the drawing. An 
empty barrel, which must be clean in ap- 
pearance and give no hint of its being a 
dummy, can be used in place of a full bar- 
rel. Let the brand show plainly, by all 
means. 

Taking for granted that the flour in the 
barrel represents the store's best bread flour, 
place in a leaning position against this bar- 
rel two bags of your cake or pastry flour. 
On top of the barrel put a carton of your 
high-grade cake flour. Top it off with the 
store's leading brand of baking powder and 
then a carton of baking soda. 

At each side of this and near the front 
of the window suspend a hanging shelf, as 
shown. A piece of clothes-line wire or light 
chain gilded is fastened to a hook in the 
ceiling. At its end is fastened a barrel head 



made into one solid shelf by means of cleats 
nailed across the bottom or cheese-box lid. 
Cover the whole shelf so made with crepe 
paper to harmonize with the rest of the dis- 
play. To prevent tipping, it may be found 
necessary to fasten thin wire strands to the 
supporting rope or wire to at least three 
sides of the shelf. Decorate the whole with 
either paper festooning or artificial flowers 
or wrap tightly with crepe paper. 

The plan of arrangement for the car- 
tons at the front is adaptable to a display 
of the buckwheat flours and pancake flours 
that don't want to be overlooked. 

These shelves may be used to display the 
profitable quality kind of extracts, another 
baking necessity. The working out of the 
balance of the display is a simple matter. 

At either end of the row of cartons at the 
front of the window is a pyramid topped 
off with cans of more of that same baking 
powder. In the several depressions formed 
by the placing of the "hot cakes" material, 
is a place for small cartons of soda, or 
smaller cans of the baking powder or even 
those same extracts. 

The baking material window is timely, 
and it is a good workable plan. 



40 




For those windows with high rear walls 
the double decker window display shown 
in the illustration will furnish an idea for 
displaying a quantity of goods to very good 
advantage. 

Indeed, stock which rarely finds itself 
in such a prominent place as a show win- 
dow may here be shown and will attract 
the attention it deserves. It requires a lot 



of stock, this window, and is one excuse for 
a really full window, but it is so well and 
compactly displayed that it gives an idea of 
completeness that is most valuable. 

The display is built in two stories. On 

the upper tier, placed to the rear, is an empty 

sugar or flour barrel. Sacks of flour and 

salt are shown around these to produce 

(Continued on page 73) 




4i 



A Window to Help Push Flour Sales 




There is nearly always a lull in the 
grocery business immediately following 
Thanksgiving while the housewife is using 
up the odds and ends of that occasion, and 
preceding the rush of the Christmas trade. 
To provide a buying attraction for that dull 
period a window trim featuring flour is a 
timely suggestion. 

So on this page a sketch for a flour win- 
dow display is shown. 

A doll house will answer the purpose of 
the small country house very nicely, or if 
such a piece of furniture is not readily avail- 
able the sides and roof of the house can be 
cut out of pasteboard and the windows, 
doors, and other house characteristics in- 
dicated by the use of ink lines. 

The figure in the display as well as the 
wagons are taken from the toy department. 

On both sides and at the back of the win- 
dow is arranged the brand or brands of 
flour which are to be featured. Variations 
of the arrangement shown in the sketch may 
be resorted to in cases where a number of 



brands or a quantity of the merchandise is 
to be shown. 

The finishing touch which plays an im- 
portant part in the display is the snow. This 
is nicely and inexpensively represented by 
using cotton. All the figures in the display 
have a covering of snow, with the exception 
of the flour, giving the scene a real winter 
appearance. The large flakes coming down 
are suspended in mid-air by means of fine 
white thread. The thread is dropped from 
the ceiling and particles of cotton are 
fastened on them by twisting or tying. 

To get a better effect of a driving snow- 
storm, string the thread diagonally and 
fasten at top and bottom. An electric fan 
in one corner will bring in real action and 
also prevent window frosting. 

A placard on the back wall is a gentle 
buying suggestion to the consumer. 

The object of the display should be to 
sell flour in quantity. It is to impress the 
customer with the necessity of preparing for 
cold winter weather to come. 

Special quantity prices will add to the sell- 
ing power of the display. 



42 



A Baking Accessories Display Plan 




The arrangement of this window plan is 
simple enough. To begin with, the floor of 
the window should be covered with a white 
substance to suggest the general clean white- 
ness that the display brings out. 

A floor covering therefore of cotton bat- 
ting, with here and there an occasional puff 
or bunch of cotton is the thing. If cotton 
batting is not desirable, use white sheeting 
or even cheese-cloth, but keep the expanse 
of this white covering immaculate. 

A semicircle of pails and cans of lard and 
compounds is made from each of the two 
front corners of the window, and in the cen- 
ter at the rear of the window a pyramid is 
formed of these same pails. The smaller 
sizes if they are carried can be used in the 
topping off of this pyramid, using two of 
the number ten size for the bottom, a couple 



of number fives, then number threes, and 
so on. 

An occasional span of these same pails 
during the run of the circle will relieve the 
monotony and prevent the string of pails 
from losing their identity behind the other 
articles. 

Bottles or cans of cottonseed oil top off 
the lard pails. These can be placed on the 
pails that span the two others and bottles 
of fancy olive oil placed on the lower row 
as shown in the drawing. 

In the front portion of this window car- 
tons of pudding preparations are in place 
as well as small packages of cooking starches 
and jelly powders. Again, small packages of 
your fancy pastry flours are excellent side 
partners for the shortenings and should be 
placed in this window. Prepare this display 
at a time when baking in the home is popu- 
lar, and these goods are wanted. 




43 



Your Baking Powder in a Strong Display 




An entire window display devoted to bak- 
ing powder is good advertising, and beyond 
the time it takes to arrange it and the small 
amount of store carpentry necessary as rep- 
resented in the display shown in the drawing 
the advertising cost dissolves to nothing 
compared to the results that should be ob- 
tained by the effort. 

The idea suggested in the drawing may 
be varied, as the size or shape of the window 
makes necessary. The intention is to give 
this one of your best sellers the publicity it 
warrants, and the results will be all to the 
good. The unusual in a window attracts, 
and if ingeniously put forth means more 
sales. 

The background of the window is divided 
into three panels and a panel at each end 
by using strips of wood or moulding, tacked 
or otherwise fastened on the flat background 
which has been covered smoothly with some 
such material as green burlap, muslin 
(painted in any shade of kalsomine), plain 
wall paper, or any other covering that your 
best judgement suggests. 

Paneling of this flat surface is done in 
order to give a simple decorative touch to 
the window setting. Framed show cards, 
signs, and posters look well when hung in 
these panels. Three, as suggested, are suffi- 
cient. If you do not care to go to the ex- 



pense of framing these cards, they can be 
fastened to the wall by means of glass- 
headed push tacks. 

You can now produce the unusual by 
making up two mammoth reproductions of 
the cans. This can be done by taking sugar 
barrel heads or lids from cheese hoops for 
the tops and bottoms of the desired cans. 
By nailing lath or other thin strips of wood 
on same in order the sides of the large cans 
are made. Over the sides place a layer of 
wide building paper, which gives a smooth 
surface, and over this paste a layer of white 
muslin, on which can be painted a reproduc- 
tion of the label to be given prominence. 

These two large cans are placed on top of 
a double row of cans of the baking powder, 
these cans to serve as a base or platform. 
Other cans are piled on top of the large cans 
in order to make a more pleasing arrange- 
ment. 

A double circle of cans are piled up in 
the center, similar to the foundation piles 
used beneath the large cans. This center 
circle of cans surrounds a large wooden 
chopping-bowl or dish-pan piled to overflow- 
ing with baking powder. A large loaf of 
bread supplied by your baker would furnish 
proof of the quality of your powder. 

With the addition of whatever is neces- 
sary in the way of price tickets or special 
advertising matter, the display will bring 
strongly to the attention of every passer-by 
the fact that you think that you have a bak- 
ing powder good enough, meriting your best 
attention, and should have theirs. 



44 



Making the "Fan" Dried Fruit Window 




When new dried fruits begin to come 
along the drawing reproduced shows the 
manner of arrangement of the center of a 
good strong window. 

The design worked out by means of 
twenty-five pound boxes is that of an open 
fan. The placing of boxes is well described 
in the drawing and the feature completed by 
using a quantity of seeded raisin cartons 
converging at the front and extending a 
little beyond the point of contact so as to 
bring out the effect of the fan. 

A color scheme should be aimed at in pro- 
ducing this window. As is shown in the 
drawing, the words "DRIED FRUIT" are 
worked out by means of using dried fruits 
of a lighter color as a background for the 
letters made of raisins and prunes, and the 
latter as background for peaches, apricots, 
pears and nectarines. 

The boxes are tilted at the rear by placing 
a strip of wood about ten or twelve inches 
high under that end of the boxes forming 
the outer edge of the semicircle of boxes. 
To add to the effect of the feature, strips of 
cardboard about eight or ten inches 1 wide 
and of sufficient strength may be tacked to 
the outer rim of the boxes, and to this 
pasted multi-colored crepe-paper; jojr the 
white lace edged facing paper used in boxes 
of faced fruit. This it will be found will 
bring out the desired effect and will make 
a strong dried-fruit window. 

With the figure described by the fan con- 
structed as shown in the cut and by follow- 
ing the details given above, the window so 
produced will give the dried-fruit business 
the desired impetus. 



Tasty Fresh Fruit and Vege- 
table Display 

This is a suggestion for a fruit and vege- 
table window. The large heart in the 
center of the window measures four feet 
across, having a border of red or yellow 
polished apples constructed by means of 
placing a double row all around the heart 
and on top of which row was placed a 
single row of the same apples. 

The space inside of this border may be 
filled with cranberries. At either side is ar- 
ranged a heart with a border of lemons, and 
filled with cranberries. To the rear of the 




45 



large heart is a row of pineapples on end, 
and arranged in a curved line. 

At the extreme rear of the window crates 
of Tokay grapes and boxes of lemons and 
oranges are placed. Between these boxes 



selected pumpkins, and in the space in 
front, also to either side of the large heart, 
are set on end bunches of choice celery. 
In the center hangs a large bunch of ba- 
nanas. 




The window on this page is a combina- 
tion dried fruit and cold weather cereals 
window. A variety in the dried fruits and 
beans and peas in the cereal end of the 
stock, is designed to make this window dis- 
play. It is a simple layout, and should be 
effective. 

The plan of the window shown in the 
drawing is easily copied. A row of 25- 
pound or 50-pound boxes of the different 
items in dried fruit are arranged in a semi- 
circle, ending at each forward corner of 
the window. These are tilted at an angle 
of about forty-five degrees at the front, 
and beginning with the second box, the 
boxes towards the rear are set in a grad- 
ually more vertical position. The 25-pound 
faced boxes will serve the purpose to best 
advantage. Over each should be placed 
a light of glass, so the display will have 
a sanitary appearance, and with stock of 
the right kind, the display will appeal even 
more forcibly. Packages are brought in to 
fill out the spaces between the boxes. 



At the center of the semicircle a barrel 
or half barrel is shown spilling a mass of 
navy beans over the whole. This container 
should have a false bottom. One manner 
of building up this bottom is to lay several 
shallow boxes on the floor of the window 
at the rear, near the dried fruit boxes at 
the back, and on these lay the ends of sev- 
eral boards to reach nearly to the front of 
the window to form the incline. Several 
sheets of heavy paper or empty sacks can 
be laid over these boards and the beans 
poured over this foundation. 

A design can be prepared as shown in the 
sketch by means of using red kidney beans, 
Scotch peas, green or yellow split peas, or 
black beans, to contrast with the white pea 
beans. 

To facilitate the matter of placing these 
figures in the white bed, strips of card- 
board will come in handy. In the case of 
the diamonds, take a strip long enough to 
take care of the four sides, and insert in 
the proper place in the bed. Then scoop 
out the navies and put in the variety de- 
sired. 



46 



A Minimum Quantity Foods Display 




z 



This plan is simple from the standpoint 
or arrangement, and then because of the 
fact that the quantity of goods displayed 
is small, working along the lines of reason- 
ing that a well arranged display of a few 
goods is preferable to a window chock full 
of groceries indiscriminately piled in. The 



window space is well utilized while but little 
merchandise is needed. 

The upright supports of the center group, 
as the drawing will indicate, are built up 
of cartons and support the top layer of 
cartons, which are laid on a thin board to 
sustain the weight of this row of cartons. 




This group is topped off and relieved of 
its bleakness by a sprinkling of small bottles 
of fancy goods. The seasonable items in 
these goods should be used. Small bottles 
of pickles, fancy jellies, marmalades, salad 
dressings, oils,, and even small sifter top 
bottles or tins of fancy spices may be used 
to grace the top of this group. 

At either side of this group is a pyramid 
of cartons made to graduate from the larger 
sizes at the bottom to the smaller cartons 
at the top. In this case again the exposed 
tops of the different cartons are topped off 
with small glass packages of different kinds 



of fancy eatables. With the three groups 
arranged on the plan described, the effect 
of the display so far would be too much of 
a vertical and a horizontal construction. 
To relieve the straight line appearance, an 
arch of small cartons is worked into the 
larger group spanning the base of the two 
upright supports of the top row of cartons. 
A clean cut display will be the result if 
the plan in the drawing is followed. The 
floor space is relieved of any barrenness 
that may result, by the placing of small 
groups of bottled goods, as the drawing 
shows. 



Variation of the Arch Idea for Cartons 




T 



A new idea for the every-day window, a 
variation of the manner in presenting the 
sales talk in the window when no special 
holiday or celebration creates an opportunity 
for a "flash" window, is contained in the 
suggestion in the accompanying drawing. 

The feature of this window is a triumphal 
arch. Cartons are used to build it and 
fancy bottled goods and canned goods to 
trim it. The plan for constructing the dis- 
play is to place the arch well back in the 
rear of the window. Where a back wall 
exists, the matter will be facilitated but 
where it does not, build the arch lower. 

The arch is to span about two-thirds of 
the window. The top row of cartons rests 
upon a shelf stretched between the two piles 
and to this is fastened the curved strio which 
supports it. In the event the window has 
a back wall the plan may be reversed, the 



curved strip fastened to that partition and 
the top row given support by the row of 
cartons placed on the curved strip. 

Except in a few rare instances, let the dis- 
play contain some relief from one kind or 
brand of food product. 

The consumer is becoming accustomed to 
the "ready-made" layout window display 
of cartons all one kind and size. The store's 
purpose is served the better by a variety. 
Not necessarily a large one. 

A wall is built around the entire display 
to carry out the idea intended by the arch 
and which breaks it at the back and in the 
center. The plan is worked out at the front, 
along the window pane, in the form of an 
open fence as shown in the drawing. 

A careful selection of the bottled goods 
used to trim this display and a caution 
against putting in too much goods, and the 
description is complete. 



48 



A Soap and Soap Powder Layout 




For a decorative arrangement of a package 
and cartons of soaps and powders display 
that can be followed with good results this 
plan adapts itself. 

This sort of a window display of goods 
that are always seasonable is only a small 
part of the campaign that will help greatly 
to dislodge the soap clubs and other similar 
methods held out to the consumer for that 
sort of'business. 



The plan of arrangement is simple 
enough, Small pyramids around the back 
and side of the display are made of the. 
packages of powders and will make a proper 
border. The soaps shown on the floor are 
laid out low and the cartons containing 
fancy packages of toilet soaps can be 
grouped into stars and circles forming the 
units of the display. 




49 



The centers of the stars can be built up 
by setting at an angle with the floor six or 
eight of these cartons resting on a carton 
or two in the center. 

Don't forget the price tags. The whole dis- 
play is liable to be just a mere soap display 



unless you say something about the goods. 
On the whole, this presentation may be 
regarded as a piece of up-to-date advertis- 
ing and helps the reputation of the grocer as 
a specialist even though the druggist has 
pre-empted this field. 



An "After the Turn of the Year" Sales Maker 




For those "nothing doing" January days 
put in one of these staples windows. The 
dry-goods man puts all his energy in Janu- 
ary and February in selling what? Silks, 
satins, gowns? Not at all. He sells white 
goods — staples. And he makes money by 
pushing the "stapliest" staples in his line 
by making that stock turn over. 

So here is a staple grocery window to 
start the new year in good shape. Cast 
your eye over the illustration and it will 
find nothing but staples, staples everywhere. 
and nothing else to eat. 
* Sacks of flour are placed on the floor 
of the window in a semicircle, with one 
sack standing on end in the center of the 
background. Then back of the flour is a 
semicircle of cartons of breakfast food, 
pancake flour, buckwheat flour, and all the 



other foods which make your customers 
sit up and take notice of a little solid nour- 
ishment these cold mornings. 

Cracker boxes are the foundation for 
other pyramids of foodstuffs. Hams and 
sides of bacons are hung on the wall in 
the rear, or, if desired, may be placed on 
the floor to the rear. The larger boxes, 
of course, should be placed at the bottom 
and the smaller ones arranged tastily on 
top of these. 

And as you show these goods in the 
window do not forget to push them in the 
store. Many a cake of maple sugar or can 
of syrup may be disposed of if it is suggested. 
The housewife is racking her brain for 
suggestions of things to feed the hungry 
family these days. Give her ideas by sug- 
gesting eatables from the stock. She'll bless 
you for it. 



50 



Baked Beans and Soups in Combination Plan 




Baked beans and soups are recognized as 
desirable fuel for the human system and 
make good material for winter windows. 

During picnic time it is proper to push 
them with that picnic theory uppermost in 
your talk. But when chilly blasts are with 
us don't forget that baked beans served hot 
at the table are entirely different from the 
cold baked beans eaten out of the can un- 
der a tree. They fill the bill. 

Soups are also there with both feet. The 
two as a combination display will make an 
attractive window. 

The display of these cans of baked beans 
commences at the two rear corners of the 
window where the pile is shown six cans 
high. The line of piles swerves to within 
an inch or two of the glass until at the front 
the two lines end, leaving an opening, closed 
only by a circle of small cans of soup. 

In this circle and bounded by it is a pile 
of clean, white navy beans. Put in cards to 
point out the superiority of the canned ar- 



ticle and the uniformity that may be guar- 
anteed to purchasers. 

At the rear of the window are the larger 
cans of soup. Touching the line of baked 
beans and extending towards it on each side 
is a semicircle of cans of soup. 

Close associates of soups and baked beans, 
catsup, sauces, and even salad dressing, 
mustards, and horse-radish, are sprinkled 
into the display. These bottles should be 
bright, clean, snappy, and sparkling. 

An inch-deep sprinkling of the same white 
navy beans over all of the visible floor space 
at the front, and if a color scheme is to be 
worked out, use a small quantity of either 
red kidney beans or Scotch peas, and do 
some lettering by placing these contrasting 
colored beans in appropriate words in the 
bed of navies and make a striking window 
card. 

Such a window card carefully prepared 
will be effective. It can be made to say that 
economy lies in the purchasing of your 
canned baked beans and condensed soups. 



51 



Lincoln Window for Martyr's Birthday 




The Lincoln's birthday window idea 
worked out in the illustration requires a 
clever manipulation of the articles used, and 
all of them, with the exception of the Lincoln 
portrait, are right in the store. 

The center frame decorations built about 
the picture and the log cabin, are of cartons. 
The circular frame about the picture is made 
by attaching the cartons to a form bent in 
the proper shape. The rectangular frame is 
more easily constructed and within this 
frame, which may be made of a size to 
correspond to the requirements of the win- 
dow, is the log cabin scene, an end view of 
which is shown in the small drawing in the 
upper corner. 

But the logs are candles, and the cabin 
is constructed in miniature from this ma- 
terial. A pasteboard roof completes the 
effect. The big fireplace chimney is built up 
of matches and some dark hair packing, sus- 
pended properly, furnishes the smoke which 



rises from the chimney. The trees and 
underbrush about the background may be 
supplied by evergreen twigs and dry grass. 

The background of this smaller scene 
within the large one should be of canvas 
tinted blue to represent the sk}'. A toy 
horse hitched to a post and a small man doll 
in the doorway add touches of life to the 
scene, while the toy ax stuck in the small 
log carries out the idea of the rail-splitter. 

Flour or cotton with a few pinches of dia- 
mond dust gives the necessary snow effect 
on the roof and ground. 

This whole cabin scene may be set in a 
box, if desired, to set it off from the re- 
mainder of the window, which should be 
given up to the ordinary display of goods 
as shown. Flags and ribbons with a couple 
of shields lend a patriotic touch to the 
picture and the merchant who adapts this 
idea to his purpose will win results for his 
ingenuity. 



The Real Washington's Birthday 




H 




Now for the Washington's birthday dis- 
play. George Washington's picture, of 
course, should occupy the center of the win- 
dow on the rear wall, draped with "Old 
Glory." The pictures representing Wash- 
ington crossing the Delaware and winter at 
Valley Forge can be shown in black and 
white sketches by your local artlist if none 
others are available. 

A flag should be placed at either end of 
the window against the sides, as shown in 
the drawing, and red, white and blue fes- 
toons of paper or bunting draped from each 
corner as well as across the front and top of 
the window next to the glass. 

The cherry tree, felled, as in the drawing, 
really is the feature of the display and 
should be shown with chips carelessly strewn 
around the base of the tree, and lastly place 
near the tree the hatchet with which George 
"did it." Artificial foliage and cherries may 
be placed on the branches of almost any tree 
and so make it possible to work in this fea- 
ture. 

Make the food feature of this window a 
display of cherries. The different forms in 
which you can supply this fruit and the 



styles of packing are not so limited as you 
might imagine on first thought. 

On both sides of the window and well 
towards the front place a few of the differ- 
ent-sized bottles of both Maraschino, Creme 
de Menthe, and the white Maraschino cher- 
ries. In back of these show your fancy No. 
2 cans of Eastern preserved cherries and in 
back of these the No. 2)A cans of California 
white cherries. 

In the center and along the front of the 
window place an eight-pound box of glace 
or candied cherries and on either side of 
this box a few packages of the smaller 
fifteen, twenty-five and fifty cent packages 
of these candied cherries. 

If more adaptable to the demands of your 
locality use instead of the candied cherries 
a 25-pound box of dried pitted cherries. 
However, the glace cherries are finding a 
bigger demand each year and good results 
can be secured with a small outlay. 

If the window will not allow so extensive 
a trim, omit the cherry tree and the figure 
of the boy. The other features, including 
the picture of Washington, can be used in 
any window with great success, and will 
give the flavor as well as the more elaborate 
display can give it. 



53 



Valentine Candy Display Will Make a Hit 




"The way to a man's heart is through his 
stomach." 

You will be able to reach the youngsters 
as well with a window like the one illus- 
trated here. St. Valentine's Day is mainly 
for the children, so you can appeal to their 
hearts as well as their stomachs. 

The whole idea should be carried out in 
a humorous manner, and with the possible 
exception of the Cupid the display is not 
difficult of arrangement. This person in the 
form of a cardboard cut out will answer. 
On the floor in the foreground are arranged 
candies both in attractive boxes as well as 
the bulk cream mixed. Fancy cookies may 
also be used and in that way more fully 
complete the picture. 

Suspended from the four corners of the 
ceiling and fastened in center are strings of 
hearts made out of red paper. Fastened to 
each of the side walls are large paper hearts, 
the one to the right bearing the words, 
"Feed me and the world is thine," while the 
heart is apparently held in place by a candy 
cane. On the opposite wall or left-hand 
side of your window is a similar iheart held 



in place by one of Cupid's arrows. The large 
heart in the center, as you will note, is 
placed between two barrels of syrup laid on 
the side with the ends toward the front of 
the window. 

The heart so placed should bear an ap- 
propriate verse, as the one in the picture, or 
the one given may be used. 

The back wall of the window can be ar- 
ranged to conform with the construction of 
your window, as the one in the drawing has 
as a background curtains which are parted 
and tied back. 

The figure in the right corner is made 
by placing two sacks of sugar in upright 
position. Flatten them out as much as 
possible and set them seam side front. 
Place on top of these another sack of 
sugar with the "sugar" stencil showing. 
A pie or cake set on edge may be used to 
represent the head, and the arms are 
made of doughnuts or cookies strung on 
a stiff wire. The latter is better, as the wire 
may be bent to give the arms the position 
shown in the drawing. 



54 



A Lenten Display of Fish and Cheese 




Cheese is an important part of a Lenten 
diet, and there are, all told, over two 
hundred varieties. 

A cheese window, even where the trade 
of the store is familiar only in a limited way 
with the varieties outside of the different 
forms of American makes, will help trade 
during Lent, after which comes the season 
of greatest cheese consumption, the warmer 
months of the year. 

The fancy styles of cheese will sell, and 
the woman who has been buying her half 
or pound piece of cheddar, long horn or 
brick, will study a display of fancy cheese. 
She will vent her curiosity about a display 
made up of new kinds, with the result that 
sales of cheese in the store can be in- 
creased. 

The cheese window shown in the cut is 
copied after a plan used in some of the 
European countries. It has for its prime 
feature a cheese display. A few selected 
items in fancy groceries are used to com- 
plete the design, which is that of two cas- 
tles with a bridge connecting them, below 
which flows a stream dividing the display 
into two parts. 

The many different shapes of fancy 
cheeses, both in cakes, as well as jars and 



tins, lend themselves to the working out of 
some good effects, as the drawing shows. 

The construction, as suggested, can be 
worked out by means of using small Edams, 
or even the humble sap sago can be made to 
answer. Across the top is placed a small 
board, to the front of which is fastened the 
sign, as shown in the drawing. This sign, 
made of cardboard, can be cut in the shape 
of an arch, and so give the desired effect. 

The castle itself, by means of the sug- 
gestion carried by the drawing, can be con- 
structed in different ways by the use of 
many of the different varieties of cheese. 
Several wood barrel covers will come in 
handy in building the castle. At the base, 
and which is the foundation of the struc- 
ture, are several small opened boxes of 
cafe cheese tilted at a sufficient angle to 
form the sloping base. 

On this is laid the first circular shelf, for 
which purpose a barrel cover properly cov- 
ered with white or colored paper, can be 
used. On this shelf may be placed a series 
of V-shaped pieces of cheese, which, for 
the sake of conservation and sanitation, 
should be covered with one thickness of 
waxed paper. 

The plan is workable. 



55 



Here's Another Lent Idea 




Here's Another Lent Idea. Fish en brine, 
smoked, but best of all canned fish, right 
now are to go in this window. 

The usual variation of the actual water 
in the pond, the mirror can of course be 
used, but to get the proper effect the pond 
should be of real water. Do it right and 
it will pay. 

A large shallow pan should be used for 
the pond itself. A dozen gold fish placed 
in the pond and pan encircled by a series 
of artificial or house plants and, if practical, 
an ornamental tree or shrub placed in each 
corner of the window. 

The construction of the bridge is liable 
to give the window trimmer a little diffi- 
culty; however, it is not as intricate as the 
finished product represented in the drawing 
might indicate. A wooden structure of 
light lumber is necessary to form the foun- 
dation for the trimming of cartons which' 
constitute the real decorative effect of the 
feature in the display, the bridge. 
. In constructing the basis for the bridge 
lids or sides of canned goods and soap 
boxes can be used. Measure the desired 
width of the bridge from approach to ap- 
proach and mark it on the floor back in 



the store room. Then connecting these two 
points describe an arch with chalk. Split 
up a number of these box lids, and to secure 
greater resistance nail two of these strips 
together. After a sufficient number of these 
have been made ready nail the ends to- 
gether, laying them on the arch drawn on 
the floor for the pattern until the skeleton 
of the bridge has been made. 

After this is done the structure will be 
strong enough to stand on its own bottom 
and admit of decorating with the cartons, as 
shown in the drawing. 

Borrow a doll from the nearest toy store, 
and if necessary that credit be given label 
it, "This is Jones' baby doll." Rig up the 
fishing tackle and put the doll at one end 
of it. The display feature is then complete 
and it is one not to be scorned. 

Now put in a tasty display of canned fish, 
fancy imported fish specialties some of the 
smoked variety and the brined article. In 
the case of the latter it is difficult to put 
in an original package that will present a 
desirable appearance. Better a clean plat- 
ter with one or two of the different varie- 
ties on it and a tag with the name of the 
kind, price, etc. 



56 



For Color Effects in "Green Goods" 





A combination selling" and display win- 
dow — if to be sold from it must be renewed 
constantly — is illustrated. Fruits and vege- 
tables compose it. The color scheme is well 
worked out and if a variation is necessary 
because some of the items are not avail- 
able, use other articles which will carry out 
the same color scheme. 

First construct the standards for the dis- 
plays. Make them out of empty cases to fit 
the window. Brace them so that they will 
hold the weight. The illustration is suffi- 
cient to show what needs to be done. 

The middle unit is started in the center 
with a head of cabbage (i). The other 
rows are as numbered: (2) apples; (3) 
oranges; (4) tomatoes; (5) onions, green, 
with tops. Bananas (7) and beets (6) 
cap this display. 

The side displays, from top to bottom, 
are (8) and (15) celery; (9) red apples; 
(10) blackberries; (11) string beans ; (12) 
red plums; (13) grape fruit or lemons; 
(14) squash; (16) peaches; (17) berries; 
(18) green peas; (19) apricots or yellow 
plums; (20) white apples; (21) pumpkins 
or summer squash; (22) and (23) water 
melons and canteloup. 

The materials should be kept fresh by 
constant renewal and if this is done the 
window display may be used as a basis 
for sales. 



In the event your window is not wide 
enough for all three units, use one or more 
of them. 

The next window is another one of those 
window displays arranged from a stand- 
point of decorative effect. There is a mini- 
mum of actual goods on display and the 
whole scheme is intended to conform with 
the warm weather tendency to partake only' 
of the lighter and more easily prepared 
foods. 

The point of attraction in this window is 
a contrast of color. It is the feature of 
the design. The apples are of the deep red 
variety and are highly polished ; so appetiz- 
ing in appearance that one would buy them 
even though he didn't like apples. 

The window itself has the quality of neat- 
ness and cleanliness stamped on it through- 
out. The window glass is well cleaned and 
polished. The floor is spotless. The cartons 
used in the design are picked for their fresh- 
ness and cleanliness and may contain a line 
of cakes and crackers. 

In constructing the display, care should be 
taken to gain both contrast and harmony in 
color. The cartons should stand away from 
the background and up from the floor. A 
very good way to gain contrast between the 
display and the floor is to change the color of 
the floor by spreading paper of the desired 
shade. 



57 










"Here's a suggestion for your Vegeterian 
Dinner." 

This is a plan for a vegetable window 
wherein fresh fruits can be properly dis- 
played. It will take but a very short time 
to arrange, and calls for only a small 
amount of actual goods. 



Although the amount of goods displayed 
will be very small, the vegetables should 
represent the pick of the commission man's 
stock. Each variety displayed should be 
represented by a card showing the price and 
any special feature in connection with it. 

For example on the 150s oranges, say, 




"The grower of this fruit has a reputation 
that he is proud of," or, "These are Florida 
oranges, and though not seedless are sweet." 

In this display the boxes, baskets and 
sacks need not be filled with vegetables and 
fruits all the way through. Use a filler of 
paper or any other material that will give 
the sacks a natural appearance. By all means 
keep the stuff fresh and snappy. That is one 
important requisite in this display. Use any 
vegetables that you have, but the best stuff 
that the season affords in this line is to be 
brough in for this sort of publicity. 

Some of all the varieties used in this 
window should be strewn around on the 
floor, and by placing a limited number of 
your choicest labeled canned vegetables on 
the floor among the fresh articles a very ap- 
propriate and striking combination feature 
can be arranged. 

If the window is arranged on the plan 
outlined above, the natural appearance of 
so commonplace an assortment as fresh 
vegetables will in itself attract. On the 
other hand, a half peck of "Murphys" of- 
fered to the person guessing which sack con- 
tains the most potatoes or onions, will draw 
many eager faces to your window and many 
contestants to your store. 

Where bakery goods are carried and in 
such stores where they have been given a 
share of the publicity in the window, it has 



IWt 








been found that efforts at creating a bigger 
demand have been fruitful. 

But where the trade of a store runs into 
every branch of eatables and bakery goods 
are carried, an occasional effort at in- 
creasing the sale in that department should 
be made, and the window is a good place 
to begin. 

In a window of this kind can be shown 
cookies, cakes and crackers, in addition to 
a line of large cakes and pastry goods, which 
owing to their nature will in the majority of 
cases lend themselves to a display of but a 
few hours or at best for one day. 

In such cases the display can be made 
in such a manner that goods are sold di- 
rect from it. The window arrangement 
depicting a bakery-goods display shows the 
introduction of packages of gelatines, baking 
powders, fancy pastry flours, icing sugars, 
and bottles of extracts can be worked into 
the window to good advantage. 

Tall glass jars filled with different varie- 
ties of shelled nuts are shown in the draw- 
ing supporting glass shelves, on which dis- 
plays are also made. 
Many beautiful effects can be easily pro- 
duced by preparing the different flavors of 
gelatines, using the molds from which such 
cakes as shown in the drawing are usually 
made and displayed in the manner of large 
cakes in the drawing. 

A contrast of colors should be 
aimed at. The preparation of the 
gelatine is a simple matter and 
various molds shown can be dis- 
played in connection with the dif- 
ferent sized packages of gelatine 
which will fit into good advantage. 

fa -J- Co#<? 



59 



Striking Decoration Day Windows 




Decoration Day to many brings memories 
of less peaceful times than those prevailing 
now. The window described in this draw- 
ing is intended to give the impression of 
having been recently struck by one of those 
war-time cannon balls and lodged in the 
pane of glass at the front of the show win- 
dow. 

The effect of the entire window depends 
upon the effort made at faithful reproduc- 
tion of the feature which is the main attrac- 
tion of this scheme. 

The small diagram in the upper left-hand 
corner describes in a simple manner the 
method of lodging the "cannon ball" in the 
plate-glass window. The cannon ball itself 
is nothing more dangerous than a wooden 
croquet ball first painted black and then 
sawed in two. The side view in the dia- 
gram shows each half of the ball glued on 
either side of the glass. If the small boy is 
likely to pull it off. place it higher up out 
of his reach. 

To produce the effect of broken glass 
caused by the entering of the cannon ball 
will require some little care at arrangement. 
Pointing towards the ball and glued to the 



inside of the plate-glass window are a num- 
ber of pieces of broken glass of a shape to 
imitate the cracks converging to the ball. 
These pieces will not necessarily be of the 
entire length shown by the lines in the 
drawing. 

To reproduce the effect of "cracked glass 
extending from the ends of the broken 
bits of glass pasted on the inner side of the 
window glass, to get the best results and 
make the feature as effective as possible, it 
would pay to have a competent painter imi- 
tate the color produced by an extended 
crack in the glass, if his services are in- 
voked, only to the extent of mixing the 
proper shade of green-gray. 

The center back of the window is given 
over to a display of cartons in representation 
of a cannon's or mortar's mouth. The con- 
struction of this feature can be effected in 
different ways. The presentation of the sol- 
diers in the center, the flags at the top, and 
the shields at each side of the window, give 
the window the patriotic air to convey the 
full purpose of the tightly lodged cannon 
ball in the window's lower right-hand cor- 
ner. 



60 



The second cut shows another Memorial 
Day window display suggestion. It is easy 
of adoption with such changes as it is desir- 
able to make to permit the window trimmer 
to put in his own touch of individuality. 

The more general observance of Decora- 
tion Day requires that the store windows be 
decorated in the most attractive manner. 

Here is an opportunity to show patriotic 



The background to produce a flag effect 
with red and white cartons. Make sure that 
the red cartons placed as in the illustration 
contrast nicely with the columns. Place 
a large star cut out of cardboard in the 
center. 

To make a five-pointed star, inscribe a 
circle on cardboard, take seven-twelfths of 
the diameter and point off five places on the 




spirit by trimming the windows with flags, 
bunting, flowers, and leaves in honor of the 
war heroes. 

There are many ways in which the win- 
dow can be decorated appropriately for this 
day, and in the cut is contained one sug- 
gestion which can be easily rendered with 
cartons, flags, banners, bunting, and wreaths. 
A few plants well placed and flowers scat- 
tered carelessly about among the cartons 
and other goods used for this idea will 
make a display that will attract attention. 

The monument should be made with car- 
tons of a light color for the base and frame. 



circumference. Connect these points with 
lines and cut out the star. Always be care- 
ful to produce a good color scheme. 

The base of the monument being light, 
the ground it stands upon ought to be darker 
as suggested in the cut. This will give the 
desired contrast. 

A flag at each side is good either hang- 
ing straight or draped in a careless sort of 
way. Don't forget the three small stars at 
each side wall. With small cartons, bottles, 
jars, fruit, and vegetables, placed about as 
shown, you can produce a display well worth 
vour trouble. 



61 



A Basket Window to Announce Spring 




This window should spell Spring in every 
part of the display. The opportunity to 
announce the arrival of spring is presented 
by this window, and it must be made to 
show up as the freshest and brightest win- 
dow that has been arranged. 

Six flower baskets are the principal fea- 
tures of the arrangement, and five of these 
are made to droop while the sixth is built 
up on the center pedestal. 

Two of the five baskets are suspended 
from the corners of the window while 
three droop from the center pedestal as 
shown in the drawing. 

For the arms to be used in supporting 
these baskets barrel hoops are especially 
adaptable, and it does not matter whether 
they be of the wooden or the wire variety. 
If the wooden hoops are used they should 
be cut in two and wrapped with green crepe 
paper or cloth, although giving them a coat 
of paint would probably be as acceptable. 

The same method of decorating the steel 
hoops can be used, and while the latter will 
not uphold as much weight as the wood 



hoops the articles to be used in the baskets 
will determine which is more practical. 

The pedestal is formed by using as a 
center support, securely fastened to the floor 
of the window, from the top of which extend 
three or four slender uprights to support 
the center basket, which basket, by the way, 
may be twice the size of the other five 
baskets. 

Around this center post may be grouped 
-various appropriate articles, at the base of 
which group goods in small bags. Carton 
goods are piled up to the height of the 
center post forming out the rest of the 
center pedestal. At the top of the center 
post are fastened three arms similar to the 
two others described, one projecting toward 
the front of the window and one toward 
each side of the window. 

A wall of carton goods is formed in the 
shape of a semicircle and extended from 
one front corner of the window to the other, 
circling around in the rear of the center 
pyramid. 



62 



Trim for Window with High Background 




The display window shown in the il- 
lustration might be mistaken for a flor- 
ist's display. But it is not. It is a 
grocery window, pure and simple, minus 
most of the groceries. And for that 
reason the display will attract attention. 

The two large flowers are cut from 
heavy white cardboard, the centers being 
painted yellow and dotted with white to 
represent sunflowers. Each flower is up- 
held by a wooden stem covered with 
green tissue-paper. The leaves which ap- 
pear on the stem are of the same material. 



These flowers are planted in buckets of 
earth, to carry out the effect. 

The many-pointed stars on the walls 
are cut from different-colored cardboard, 
giving variation in color and life to the 
display. The stars tacked against the end 
walls serve also as window cards announ- 
cing something special on sale inside. 

Canned goods, goods in cartons, and bot- 
tled goods are displayed in pyramids and 
are grouped effectively, adding much to 
the general effect, and bringing the win- 
dow into touch with vour stock. 



An Artistic Layout for Bottles and Cartons 



Don't fall into the common error of 
trying always to see how much stuff you 
can crowd into that window space. Too 
often a crowded window is advertising 
suicide. 

The truth of this statement is evidenced 
by the fact that the largest stores, even in 
kindred lines, pay men good salaries to ar- 
range their windows in the most attractive 
manner, and they do not try to see how 
much can be crowded into them. 

While a variety of goods is by no means 
undesirable, it does not necessarily follow 
that a great quantity of goods can be 
placed in the window where a decorative 
and pleasing arrangement is the aim. 

Granted, if a special sale of fresh fruits 
or vegetables is contemplated, to show 



great quantities of them in the window 
with the sale price in connection, is 
proper. In that case the window is tem- 
porarily the storage space. 

For a display of fancy goods, a display 
of the creme de la creme of your stock, 
the display must spell simplicity. The 
window as indicated by the drawing on 
this page is of simple type. The arrange- 
ment in the window is simple enough, but 
look at it again. Is it not pleasing? 

In arranging the stand upon which the 
display is placed, a small outlay for ma- 
terial is called for. But the plan, of ar- 
rangement carries with it the possibility of 
much variety as this display platform is 
one of the window fixtures that can be 
used at frequent intervals. 



63 




The stand or base for the display is a 
four-plane pyramid, counting the floor as 
one plane, and any number of tasty varia- 
tions may be contrived with this basis. In 
the drawing we have bottles and even- 
sized cartons in alternate arrangement. 



Most of the cartons are pilaced upright on 
end and across the side and center. 

Various little turns and twists can 
be given here and there and still the de- 
sired effect of decorative display be re- 
tained. 




When spring tempts the back yard, porch, 
or window box gardeners, give them a seed 
window. 

Seeds from the packet and bag to the bed 
and the flower box is the plan in this 
suggestion for a Spring seeds window which 
can be worked out in an effective manner. 

At the rear is shown a case of vegetable 



and flower seeds in packets and then several 
bags of bulk seeds. At each side potted 
plants in bloom are arranged in flower boxes. 
Atf the front miniature gardens are 
laid out with dirt and early shoots of 
flowers or vegetables protruding in rows 
marked off with pegs and labeled as to 
varieties. 



64 



A Spring Window with a Garden Gate 




Spring has entered and the gate is closed 
behind it. 

Make your garden gate out of canned and 
carton goods. The wall can be built of 
cans piled one on top of the other until the 
desired height is reached, when flat cartons 
can be used as the top stone. The base of 
the gate posts is made of one large carton 
and the top of two cartons. On top of these 
place two cheese boxes on their sides. The 
posts at the sides of the window are made 
of cartons with cans placed upon the top 
similar to the method used in the center 
posts. 

The garden gate can easily be constructed 
of laths so fastened together as to make a 
neat design. As there will be no youngsters 
to swing on it or elder ones to lean on it, 
it will not require as much work as appears 
at first glance. After all the laths are 
securely nailed so that the gate will not sag 
of its own weight, give it a coat of black 
paint, and if there are any ends protruding 
upwards or downwards taper them off. 



Strips of colored paper drawn from side 
to side will lend attractiveness to the gate 
and give it a Spring dress. 

For the balls shown in the illustration use 
apples or oranges, which can be stuck on 
the sharpened points, adding considerably to 
the general appearance. 

Now, to construct your trees, the first 
thing that is needed is a broom. Make a se- 
cure base for the broom to stand in, which 
can best be done by boring a hole in a two- 
inch board, which should be large enough 
to prevent the weight of the tree from tip- 
ping it over. 

The foliage of the tree can be made to 
good effect by covering the straw part of 
the broom with excelsior dyed green, which 
method can also be used to represent the 
lawn and the plants upon the wall as well. 

The lawn so made can be used as an ex- 
cellent background for displaying your 
dried fruits. 



65 



Arch Window Display of Breakfast Foods 




Empty cartons of this or that shape, color, 
and kind have been used in about every con- 
ceivable manner as window decorations. 

Constructing an arch by using cartons is 
one of those many different methods. The 
window sketched in the drawing herewith 
had that sort of decorative feature and shows 
that a knowledge of how to use the cartons 
to best advantage is necessary. 

In the smaller drawing in the upper cor- 
ner of the window sketch, the method of 
building the arch is more clearly illustrated. 
In making this window a pot of paste is re- 
quired, and this, properly applied to the 
dummy cartons, is about all that will be 
found necessary to produce the window. 

As the diagram in the upper right-hand 
corner of the drawing shows, the flap of one 
carton is fastened to the top of the box next 
to it, and by continuing that process to the 



desired length, the arch can be described 
without any further support given it from 
below. 

The body of this center pile of cartons is 
built up on a thin board which is made to 
rest on four or five cartons set on the floor 
of the window. Here again all efforts at 
overcrowding should be carefully avoided. 
The drawing gives a good distribution of 
the cartons used in this display. 

The method of fastening the cartons as 
used in the arch also applies to the crosses 
described at the top of the pyramids at either 
side of the window. Here again empty car- 
tons may be used, although the foundation 
of the pyramids may be more effectively and 
solidly built out of full cartons. With the 
setting in of the breakfast food season this 
window is particularly adapted to the dis- 
play of that form of food coming in cartons. 



$6 



A Breakfast Suggestion Display Plan 




Here is another one of those special pur- 
pose artistic layout windows. As a sugges- 
tion for a breakfast menu it can be used to 
good advantage. 

With fruits and flowers in abundance, the 
decoration of a window along the lines of 
the suggestions made in the drawing is an 
easy matter. Some of the ever-popular 
ready-to-eat breakfast cereals may be 
brought into a display, and with the method 
of decoration shown in the drawing, the 
too often stiff all-carton breakfast-food 
window is made into a real attractive dis- 
play. 

Pile the large packages of the popular 
toasted corn flakes, say two-thirds the en- 
tire height of the window at each rear cor- 
ner of the window. Next a pile as high, 
lacking one, and so on to represent the 
step-like arrangement as suggested in the 
drawing. In the event of extreme width of 
the window, the plan of building these half- 
pyramids will have to conform to the size of 
the window, so that the lowest step will con- 



nect with the center pyramid. The general 
idea is not difficult to reproduce. 

Along the front of the window the dis- 
play of fresh fruit called for is merely a 
row of the most popular fruit, and those 
especially appropriate for breakfast dishes, 
such as cantaloupes, grape-fruit, peaches, 
etc., are arranged. 

In the center of the window a founda- 
tion is laid, by placing lengthwise two of 
the larger packages used in the two sides 
of the display. Upon this a pyramid of 
some smaller cartons of another variety of 
the ready-to-eat breakfast foods is used. 
A slight variation may be given the plan, es- 
pecially if there is a special brand of coffee 
to be pushed. 

The flowers or foliage form the decora- 
tive feature in this window. Plain vases 
and jars to hold the decorations should be 
selected, and one of the women clerks 
around the store held responsible for the 
restoration of the display every morning. 



67 



A Novel Window Display for Cereal Goods 



Cereals have been put in windows in so 
many interesting ways that it is no easy 
matter to figure out a new method of dis- 
play. 

The idea in this plan is to make a table 
out of cereal packages; place this table in 
the window, and by placing on it linens, 
dishes and cereal, imitate as far as possible 
a breakfast table. 

The three cuts, Figs, I, 2, and 3 on this 
page describe the process of constructing 
the breakfast table, built by using cereal 
cartons. The matter of constructing this 
display feature is a simple one, and with 
one or two precautionary measures in mind 
the result should be effective. 

The object is, of course, to make the 
table appear as nearly as possible as if 
constructed solely of the cartons. In the 
case of the table shown complete in Fig. 
2, the surface is covered with forty-two 
cartons. Measure the width and the height 
of the cartons you intend using, and let 
the board for the top of the table be of a 
width slightly less than that represented 
by six times the width of one carton and 



the length of the table board seven times 
the height of the cartons. 

A similar but smaller board is necessary 
for the lower shelf of the table. This 
should be large enough to support five car- 
tons one way and six the other. When 
beginning the foundation of the table it 
may be found advisable to reinforce the 
cartons shown on the floor of the window 
by means of placing at the back, out of 
sight, a thin piece of board of enough 
stability to relieve the pressure by weight 
occasioned by the quantity of cartons dis- 
played on the top surface as well as the 
lower shelf, and then the added weight of 
the boards used as a basis for these dis- 
plays. 

On the four cartons, set at such a dis- 
tance apart as will bring them at the exact 
four corners of the board shelf and their 
respective wooden supports, the first shelf 
is placed. This- shelf is covered with the 
cartons to be displayed and of the same 
kind or product as forms the lower por- 
tion of the legs described by the four lower 
cartons. 




^•'i-3 



68 



The rest of the construction is merely a 
repetition of the first steps in producing the 
table. Though a simple display feature, 
with proper care at placing and finishing 
off, it will be found effective. In the case 
of the four piles of cartons forming the 
legs between the lower shelf and the top 
of the table, it will be found necessary 
again to give the cartons support by means 
of placing a stick at the rear of the pile. 

When the table is completed it looks like 
a table made entirely of packages. In Fig. 
3 is shown a practical background to be 
used in connection with the table. First, 



the background is covered solidly with some 
color of cloth or paper that will contrast 
well with the colors of the packages. This 
background is then bordered solidly with 
the packages and inside this border is built 
up an arch of them. This is all very clear- 
ly shown in the drawing. 

Well-worded signs can be .used to good 
advantage in this window. 

Too many packages of the cereal should 
not be piled up in the window, as they will 
detract from the table and will not permit 
it to stand out as clearly as where there 
are no other groupings to conflict with it. 



An Artistic Carton and Bottle Plan 




The arrangement in this drawing is a 
bottle and cartons window with a pleasing 
variation of the none too artistic style on 
which the majority of this sort of win- 
dows are based. A simple and artistic 
grouping of cartons decorated with bottles 
is to be seen in the plan laid out by the 
sketch shown on this page. 

An effect a little out of the ordinary is 
produced by the arrangement, yet the 
scheme of layout is not intricate, and sim- 



plicity is one of the most essential points 
in window decorating. In this design this 
point has been kept in mind, and as a re- 
sult the merchandise Stands out in a good, 
bold, and striking manner. 

The center group is built of rather large- 
sized cartons piled on top of each other. 
The four cartons on the top layer rest on a 
thin board. By so doing, they are strong 
enough to hold the bottles that are placed 
on top of them. Thin boards are also used 
on the two end groups. 



69 



A Simple Summer Window Plan 




When the calendar and thermometer tell 
us that Summer is here, the natural ten- 
dency of the appetite is for light things to 
eat. But frequently it is due to a lack of 
variety, displayed to the consumer and the 
manner of exhibiting and care of the goods 
that the buyer is not tempted to eat more 
of the lighter things. 

The Summer food window is designed 
with fruit, vegetables, and some flowers for 
decorative effect. A terrace is built of 
boards, the elevation being constructed by 
means of placing empty boxes under the 
plane and the terrace built up to this by 
placing boards on an incline at the front 
and side. 

Green crepe paper or cloth is used to 
cover the terrace and plane and on the in- 
cline at the front is shown the word Sum- 
mer, made by using such goods as will fit 
in with the general idea of the summer 
goods window. 

Cartons of potato chips, gelatines, toasted 
corn flakes, and other breakfast dishes, which 



if the terrace is of sufficiently large propor- 
tions, will answer. If a little extra time is 
given the front terrace, bottles can be used to 
spell the name Summer and these in a va- 
riety, a different kind and color of bottle for 
each letter will make the word stand out 
very much more strongly than will the aver- 
age carton. 

For a variation of bottles, there are many 
to be drawn from that will spell Summer by 
displaying their contents. 

Salad dressings, mustards, olive oils, 
olives, pickles, grape-juice, the various other 
beverages, maraschino cherries, bottled vine- 
gar, strained honey, and other bottled goods 
that with proper alternation will present a 
color scheme that in itself breathes fresh- 
ness and promises the refreshment for which 
Summer weather creates a craving. 

In the top of the plane, openings are left 
through which are shown the tops of plants. 
In the case of real plants the pots are con- 
cealed under the structure and the paper or 
cloth covering brought closely around the 
stem of the plant or flower to give them the 
appearance of growing out of the top of the 
terrace or the plane. Artificial flowers may 
be used to better advantage. 



70 



A "Welcome" Window of Refreshments 





On one point we are practically all agreed. 
We are all of us always longing for the 
warmer days of Summer. "W^hen they do 
finally arrive and are here to stay, they will 
be mighty welcome. 

So a WELCOME window in anticipation 
of those warmer days offers a good window 
plan. 

That with those warmer days arrives the 
season for beverages, we all know; so bev- 
erages must make up this window. In- 
cluded in that list are many profitable 
articles of liquid refreshment : Grape Juice, 
Ginger Ale, Root Beer. Soda, and other 
beverages. 

In the center of the window represented 
by the drawing, is a pyramid of cartons 
and bottles. In arranging the platforms 
for the second, third, and fourth tiers the 
most satisfactory and presentable base is 
obtained by using circular pieces of glass. 
Candy pail-lids, covered with bright-colored 
paper, will answer the purpose, if the glass 
in circular form is not obtainable. 

On the floor and encircling this pyramid 
is a five-pointed star, having three bottles 
to each point. In each of the rear corners 
five cartons are arranged semi-circularly 
around two others, and towards the front 



opened candy and cake boxes are arranged 
in similar manner, with the lids shown 
leaning against each box, and so bring out 
the attractiveness of the package as well as 
the inviting appearance of the contents. 

It must be remembered, however, that this 
class of merchandise is very easily affected 
by the sun, and even though its direct rays 
do not strike it, damage will result from 
too long exposure during warm weather. 

In other words, the daintier the candy, the 
quicker it will melt and become absolutely 
unsalable. If there is danger from this 
source, it is well to display only the closed 
empty cartons and let the general arrange- 
ment and the suggestion of what is in the 
packages create the demand. 

The letters in the back of the window say 
WELCOME. 

If the back of the window is not parti- 
tioned, the support for these words can be 
constructed of a wooden strip or heavy wire, 
bent to form the arch as shown. 

The letters are made of cardboard of suffi- 
cient stiffness, and given an attractive color, 
preferably gilted. With the aid of a pair of 
tinners' snips, the letters can be cut out of 
tin plate, and in that way overcome the 
possibility of their bending or warping. 



;i 



Fan Display for a Breezy Window Effect 




This is a window for the kind of weather 
when the fan is stirring around everywhere. 

Baseball, palm, electric and others. 

In this window the favorite palm leaf fan 
is used for decorative effect and for the 
purpose of giving the window a cool ap- 
pearance, which, with a carefully selected 
list of goods, can be accomplished. 

As a connecting idea give one of these 
fans to the lady customers. Stamp the 
name of your store on them by all means. 

For the groceries to be displayed in this 
window, bottled goods and jars are the 
thing. Beverages of all kinds are appro- 
priate, and in fact any of the lighter things, 
the refreshing and invigorating stuff. In 
this . display olive oils must not be over- 
looked, as it is salad time, and that calls for 
olive oils and salad dressings. 

This is one of that kind of windows which 
will not admit crowding. It is a case of 
handle with care, and to get a good effect 
don't put too much into the window. 



A very natty but conventional border can 
be constructed with the fans to get that 
breezy appearance into the display that the 
season makes necessary. By grouping three 
of these palm-leaf fans together a clover 
leaf can be made, and these so used will re- 
lieve the monotony of the trimming that 
a continuous display of the single fans is 
liable to create. 

There are various ways in which the 
bottles can be arranged in the window. 
Cover the space; that is, do not leave any 
large blank spaces, but don't crowd, please. 
Easels can be formed by tying the handles 
of the fan so that the clover leaf described 
is presented and the easel formed by resting 
the display on the two lower fans, which 
differ from those in the illustration in that 
they have the handles tied together with a 
bottle or two tied in the center. 

Otherwise the general arrangement of the 
bottles can be varied or the plan shown in 
the drawing followed, which shows a good 
arrangement. 



72 



A Cause and Effect Flour Feature 




To appeal to the natural hot weather 
inclination of the woman customer to 
stop baking, is this window's mission. 

Home baking is temporarily suspended 
during the hot Summer months in many 
homes. Sales of flour will drop off and a 
bread display is in order. A display of 
even the best brand of bread to be had 
in the town, when installed without any 
feature to make it attract the attention of 
the passer-by, will be stale five minutes after 
installed. In the cut on this page is shown 
a plan for connecting up the finished pro- 
duct with the raw material in two stages 
of evolution, and what might otherwise be 
regarded as a commonplace display is in- 
stilled with a little of the unusual. The 
result will be that the display will receive 
attention. 

The three stages in the process of bread 
production are depicted in the window. 
There are the stalks of wheat as taken 
from the field, the same wheat prepared in- 
to flour shown in barrels and sacks and then 
the product of the bakers' skill is displayed 
in a limited showing of the store's best 
seller in the form of the "staff of life." 

As background for the sides and rear 
walls of the window is a border of wheat 
stalks with a well-arranged showing of the 
heads of wheat prominent throughout the 
line of stalks. The size of the window per- 
mitting, three barrels of the store's brand 
of flour are arranged along each side of 
the window. At the rear a simple piling 



up of 5's, io's, 24's, 48 : s and even 98's are 
shown. An appropriate sign card, such as 
the one shown in the cut, is placed against 
the pile of flour sacks so constructed at 
the rear of the window, and a wording 
similar to that shown will help to catch the 
eye of the grocery buyer on the outside of 
the window. 



(Continued from page 41) 

as clean and up-to-date an appearance as 
could be desired. The entire front is made 
pyramids of cartons and bottles, all ar- 
ranged symmetrically. 

The floor proper is divided into four 
booths, each containing different goods. 
The booth on the left contains preserves 
and pickled stuff. The next on the left 
of the center is given over to teas of dif- 
ferent kinds. Booth No. 3 is devoted to 
coffee displays, both in bulk and in cans and 
packages, while the fourth booth is used to 
display candies and nuts. These displays 
are representative and good at any time of 
the year. 

The platform of this window must be sub- 
stantial, as it is called upon to bear con- 
siderable weight. Wood braces should run 
up from the floor and the platform itself is 
made from long boards upon which cartons 
are piled. 



73 



Sane Fourth Window Suggestions 




Here's another appropriate window dis- 
play which will fittingly announce the com- 
ing of the glorious Fourth. 

A giant firecracker in the center of the 
floor made of strawboard and covered with 
red paper of the firecracker shade will make 
a good starter. A fuse of rope hangs down 
over the side. 

A mortar is constructed on each side of 
the big firecracker. Each "mortar" con- 
sists of a barrel, two cheese boxes and an 
axle. Each mortar is well loaded with 
either apples or cantaloupes. A false bot- 
tom may be built well up in the barrels so 
that they will require only a minimum 
"charge" and still appear to be 
filled. 

A United States flag floats 
above each mortar, and electric 
fans, pointed upward and placed 
in the two forward corners be- 
hind groups of watermellons 
or cantaloupes, furnish the sea 
breeze to wave the emblems of 
liberty. 

On a ledge in the rear of the 
window is a row of cans cov- 
ered with red paper, to resemble 
firecrackers. One can placed 
above another and wrapped 
with the red paper makes about 
the right length for each fire- 
cracker. Fuse can be made 
from rope or cord, according 
to size desired. 



Below is another fireworks window of 
harmless imitations. 

There is no danger. The insides of the 
crackers are composed of yards and yards 
of the wrapping paper. The cannon crack- 
ers are made of the rolls of manilla or straw 
paper, as they come to you before they are 
put onto the cutter. 

At the front is shown a cracker that will 
measure, say, 24 inches from top to bottom. 
It is covered with red tissue-paper with the 
exception of a bare quarter inch at the 
top, which is left to show the yellow paper 
and so represent a real giant cannon 
cracker. 




74 



The top end of the cracker is also covered 
with the red paper, and, in the center is 
stuck a short end of three-eighths or one- 
half inch rope to make the fuse. 

Rolls of paper of different widths can be 
used and the narrower placed so that the 
rows will graduate from large at front to 
small at back. 

At the front and center of the window is 
shown an orange box filled with sawdust 
and protruding through the sawdust are to 
be seen the tops of giant torpedoes which 
have been constructed by covering with red, 
white and blue tissue-paper twisted at the 
top into a point to resemble the torpedoes 
the youngsters like to bang onto the side- 
walk or against the side of the house. These 
can be represented very easily and effect- 
ively. 

Immediately in the rear of the box of 
torpedoes is arranged a group, a dozen or 
two, of cotton mops which are tied together 
near the top, that is near to the head. The 
number to be used in this group will, of 
course, vary according to the size of the 



window. But a large bunch will make a 
good effect. 

To bring out a very pleasing effect in this 
group of "cotton heads," take each mop sep- 
arately and divide the threads into three 
equal parts. Dip the outer right-hand bunch 
of cotton into red dye, skip the center bunch 
and color in the same method as the first, 
the other side blue. Treat each mop in this 
manner, and after they are all colored and 
the last color is thoroughly dry, group them 
together, taking care that the colors show 
separately in the display to get the proper 
effect when they are all grouped together. 

At each side, on the rear wall, are pin- 
wheels that can be made either from small 
wagon wheels or a wheel can easily be made 
to hold the bananas that are to represent the 
sizzlers on the pin-wheel. The spokes of the 
wheel can be painted red, white and blue, or 
small flags or bunting can be used to deco- 
rate the wheel. 

The groceries in this window are fresh 
fruits. Let it be a fruit window from start 
to finish. Pile up the lemons, the oranges, 
the apples and every other kind of fruit the 
store has to offer for the Fourth. 



Decorative Arrangement of Real Materials 




The plan is intended for adoption where 
real fireworks are to be pushed for the 
"Fourth of July" celebration. 

Jap lanterns, fireworks, a frame of very 



light lumber, covered with bunting or simply 
red cloth and a few flags, form the basis of 
this window, the details of which are easily 
worked out from the illustration. 



75 



When the annual celebration of Independ- 
ence Day is due, here is a window plan that 
can be used to celebrate the Fourth and is 
adaptable as well for other national holi- 
days. The layout is a simple one and de- 
signed to get the best effect for the smallest 
amount of labor and time. 

At either side of the window are draped 
large American flags and so arranged as to 
produce a curtain effect. These flags may be 
of a size conforming to the dimensions of 
the window and for that reason selected to 
fit the individual window to be trimmed. 
With the two flags at each side of the win- 
dow the general plan of decoration is intro- 



the whole a patriotic air, small American 
flags are inserted at the ends of the cartons 
under the flaps. 

The floor space at the front of the window 
may be utilized in a manner fitting the par- 
ticular holiday which the window is to com- 
memorate. 

For a Fourth of July window background 
cover the background perfectly smooth with 
plain white crepe paper and leave a border 
of dark blue. 

Then make six huge dummy firecrackers 
out of builders' paper rolled in cylinders — 
cover with red paper. These should be the 
same relative size as those shown in this 




duced, and as the drawing will show, is car- 
ried out throughout the entire display. 

The class of groceries displayed in the 
suggestion in the drawing are carton goods 
and may be varied by using canned goods 
appropriate for a Fourth of July holiday 
lunch whether at home or at picnic. In the 
drawing three pyramids are built of cartons 
and these connected by arches made of the 
same material. 

If the cartons are built up near the rear 
of the window the plan of crossing two 
medium-sized flags as shown can be followed 
easily. Suspended from the arches are sev- 
eral Japanese lanterns and these may be il- 
luminated at night by means of miniature 
electric bulbs, which if strung as a series 
can be connected with the store service 
wires. 

To finish the decorative scheme and give 



drawing. Put short pieces of clothes line 
with a frayed end in each dummy fire- 
cracker to represent the fuse and touch up 
with red metallic flitters to represent sparks. 

Then make a circle of wood or heavy 
cardboard, like the one in the center of the 
drawing. This should be covered with 
white crepe paper and filled in with stars 
and stripes. 

The pendants below this circle should be 
opened bunches of firecrackers. A small 
circle in each corner, one with 1776, the 
other with the present year, can be draped 
with two flags each. 

In the foreground, such seasonable items 
as pickles in jars and bottles, olives,, pea- 
nut butter, etc., can be shown, or if a line 
of Fourth of July goods is carried this back- 
ground will serve very effectively for a dis- 
play of such goods. 



76 



Here's Another Good Summer Window 




Represented here is another simple plan 
for display that will arouse the interest of 
everyone especially during the first warm 
weather. Vacation days are at hand and this 
miniature scene pictures one way of spend- 
ing them. 

To gain the lake effect, a large, shallow 
dripping pan filled with water is used, or a 
large mirror laid flat in the window will 
serve the purpose. The shores are easily 
made with the aid of a few stones, together 
with a quantity of moss gathered from the 
forest, or if the color of the sweeping com- 
pound which you use happens to be green, 
you are in luck as this will do just as well 
and will save much time and some trouble 
as the moss dries out quickly. 

Several dolls dressed in bathing suits en- 
joying a dip in the lake or reclining on the 
shore gives life to the scene. Another is try- 



ing his luck with a fish pole, while still an- 
other is floating about in a sail boat. The 
sailing craft, if not among toys in your store 
or household, can be found at any novelty 
store at a trifling price. If the mirror is 
used for the lake, the boat may be made to 
"float" by cutting it off at an angle at the 
bottom. 

In the background and to one side stand 
two mammoth palm trees, the foliage of 
which consists of palm-leaf fans. 

At the extreme right and left of the win- 
dow is displayed merchandise that will ap- 
peal particularly to those planning a vacation 
or camping trip, or the window feature may 
be used simply as an attraction, and any 
goods displayed which the merchant may 
desire to advertise. However, it is generally 
considered advisable to display goods which 
the window feature suggests. 



77 



June Bride Grocery Assortment Window 



June is the month of sunshine, flowers, 
picnics and brides. One of the first requi- 
sites in those newly launched households is 
a supply of groceries. 

What's more appropriate or timely for a 
window display than a June bride assort- 
ment of groceries ? 

Arrange three or four assortments, rang- 
ing in price from $10.00 to $25.00, contain- 
ing a well-selected lot of foods for the first 
order in the bride's pantry. Work in the 
necessary staples and the fancy table items 
as well. 

Group each assortment separately, place 
a card on each group showing the "make- 
up" of the order. At the bottom show a 



card reading something like this, "Is this 
your bride? Give us your address and we 
will deliver this complete assortment for 
$15.00," according to the value of the lot. 

This will act also as a suggestion to those 
fond relatives or friends who don't want 
to give silver as a wedding gift. 

The drawing shows the arrangement for 
the decorative features. If you do not 
happen to own a figure, borrow one from 
3'our dry goods friend around the corner. 
The figure can be draped effectively with 
ordinary cheese-cloth. A bunch of celery, 
along with a few radishes or other small 
vegetables, makes a very acceptable bouquet 
for the bride to carry. 




Tackling Trade with a Football Play 



When the heroes of the gridiron and the 
pig-skin hold the spotlight in the field of 
sport have a football window. 

The principal feature in the window is, of 
course, the figure representing the player. 
He is to do nothing more than pose, and for 
that reason has no more head than a mod- 
erate-sized pumpkin, no more backbone than 
a broom-stick or two, and no more resist- 



ance to his body than that which a stuffing 
of straw or cotton will give him. 

The matter of appearance of this figure 
depends, of course, upon the amount of ef- 
fort given the construction. It is entirely 
permissable that he look battered. An old 
sweater tightly stuffed with straw even to 
the hands, which are represented by gloves, 
also stuffed and sewn onto the arm ends; 



78 



the same method employed in the case of 
the trousers, stockings and shoes will re- 
quire rigidity that can be given the whole 
by forcing a broom-stick, sharpened at one 
end, up through the entire body until 
enough appears at the top to force the 
pumpkin head onto. 

The figure is completed by means of the 
addition of a round tin baking dish, with a 
mason jar lid attached by wire to either side 
to represent the ear guards. A nose guard 
form the near-by sporting-goods dealer 
completes the head after the eyes and mouth 
have been cut into the pumpkin. 

The point to be brought out by the win- 
dow display is that your brands in the 
various items' in the store have won out in 
previous years and are still champions. 

The goal with proper care may be effect- 



ively created out of canned goods. The two 
uprights as well as the cross-piece require 
the support that can be given them by means 
of placing a stick, long and strong enough 
to reach the entire length, and of a width 
that will be concealed from the front by the 
cans themselves. 

Two strands of colored ribbon, not too 
wide to prevent the hiding of the label, 
wrapped tightly around the support and the 
cans, one from each side, will make the 
posts rigid. In the case of the cross-piece 
the supporting timber will have to be under 
neath and towards the rear to avoid as 
much as possible its being seen from the 
front. Here again the winding from two 
sides of lengths of ribbon is necessary. 

The remainder of the window is self-ex- 
planatory and may be completed in a score 
of different ways. 




79 



Basic Plans for Window Display Groups 



Displays made up of various groups of 
foods symmetrically arranged in the win- 
dow first attract the eye and then hold the 
attention while the display is being studied. 

The building of these groups sometimes 
taxes the ingenuity of the man who trims 
the window and it is for the purpose of 
lightening his task and to help in the matter 
of getting the most out of that window 
space that a few fundamental construction 
units should be available. The drawing 
herewith shows one of these units. 

In Fig. i is shown one of the simplest 
units forming the basis of many grocery 
window groups. This "pyramid" unit is 
formed by merely placing two tomato oases 
or soap boxes side by side lengthwise. On 
top of this end and in the center from front 
to back, as well as side to side, is placed 
another case of the same size. 

With this simple pyramid as a basis, a 
few variations can be worked out by placing 
a number of smaller boxes such as six- 
pound starch boxes on the floor of the win- 
dow against the edge of the two boxes. A 
series of smaller boxes and packages can 
then be placed around the top box, whereby 
is created a series of four steps or shelves. 
Where the four shelves are used, the sur- 
face would admit of the display of smaller 
packages of bottles of foods. The display 
of groceries shown in Fig. I has for its foun- 
dation three boxes describing the unit in 
Fig. i. Around the base of the pyramid a 



double row of cans, such as were originally 
contained in the case, is arranged. 

In Fig. 2, another row of cans is placed in 
front of the lower row on the second shelf, 
thus making three steps on the shelf sur- 
face given by the two created by unit shown 
in Fig. i, and from that on the usual monot- 
ony of a pyramid of cans may be relieved 
by arranging a series of bottled goods and 
packages on top of the top box and carrying 
the pyramid idea to completion in an attrac- 
tive display. Many of the medium sizes of 
bottles adapt themselves to the display 
shown in the topping off process to give the 
pyramid a pleasing appearance. 

The upper shelf shown in Fig. 2 is sup- 
ported by four cartons, or if added support 
for the very top display is desired, a small 
box to bear the necessary weight of the top 
display can be used and the cartons and 
bottles placed around. A glass shelf will 
lend itself well for use as the top shelf. A 
paper-covered board will answer, however, 
and on this is built the final display as 
shown in the second cut. The bowl of fruit 
as used in the drawing gives the whole a 
finishing touch that adds much. 

With suggestions such as these, the man 
who likes to see what he can do with the 
window will be able to work out many ideas. 
The pyramid in the rough, together with a 
suggestion for building up on it, is probably 
the most simple beginning in the window 
group display construction. 




%-s 



80 




Another time-saver in the shape of a per- 
manent foundation for decorative window 
displays and which, while in one sense per- 
manent, are removable, and for that reason 
interchangeable with other display founda- 
tions, is shown in drawings reproduced on 
this page. 

This plan together with other simple fix- 
tures easily constructed in the store permits 
a frequent change without necessitating the 
work of planning and arranging the fun- 
damentals each week. 

This means a great saving of time over 
having to build up new foundations for 
every display. There is no question but 
what there are many advantages in getting 
a definite and frequent change in the entire 
arrangement of the display. 

The idea worked out can be used either as 
a permanent window or as one of the lay- 
outs for a window which is changed at reg- 
ular intervals. In order to show how to 
build the steps and shelf in this window, 
two drawings are reproduced. One of them 
shows the window after the carpenter work 
has been done, ready for placing of the mer- 
chandise. 



The second cut shows the same window 
after it has been trimmed with groceries. 
The construction work is planned as simply 
as possible, there being a set of two steps 
across the back and on the sides of the 
window. In the center of the lower step is 
a curved extension. 

This gives an opportunity for building up 
some special centerpiece of merchandise. 
Above the top step has been fastened a very 
simple shelf, while the background itself has 
in its center and on top a semicircular ex- 
tension which balances up with the curved 
step and acts as a background for the higher 
arrangement of merchandise which is usual 
in the center of a display. 

A study of the second drawing shows a 
number of variations in the arrangement of 
the groceries. In the center of the top shelf 
is a very simple pyramid of quarts of olives. 
On either side of this is a pyramid grouping 
of cans of French peas and bottles of cher- 
ries. At the extreme ends of the shelf are 
placed first a row of club cheese, then quarts 
of olives, and back of this the tall bottles of 
olives. On top of practically all the packages 
on the shelf may be placed selected apples. 




Against the wall and on the top step is 
placed a solid row of bottles of vinegar, or 
other bottled goods. In front of these is 
placed a row of brie cheese. On top of these 
circular cheeses is placed the Edam cheese. 

The lower step is used for a display of 
canned goods arranged in semicircular for- 



mation. In the center of the window the cir- 
cular step permits the building up of a large 
pyramid of cans. 

The floor of the window can be covered 
with a puffed layer of cheese cloth on which 
are arranged attractive groupings of canned 
goods and fresh fruit. 



Small Window T[rimmed for Action 



This is a window-trimming plan for 
the window of less width than the aver- 
age. A variety of ways for arranging dis- 
plays is offered by this arrangement. 

Getting the proper results from displays 
in the small window is usually a difficult 
matter. 

Building up the display with a series of 
units similar to those described on these 
pages in past issues solves the problem of 




making that small space presentable and so 
make all efforts at trimming count. 

In Fig. I the foundation for the smaller 
window is outlined. A triangular box is 
used for the base, and two triangular glass 
shelves are used. The glass shelves are 
supported by means of cans instead of bot- 
tles, and a different arrangement of goods 
is placed on the box and shelves. 

This shows how it is possible to develop 
many different arrangements of boxes and 
shelves, and on them a continual change of 
display. 

In Fig. i, the center of the window is 
shown taken up with a triangular-shaped 
box or platform, needed for the develop- 
ment of the center group. 

On either side of this platform and filling 
the corners of the window, is arranged a 
set of steps made by piling up small wood- 
en boxes. 

After placing the boxes and covering 
them and having the signs placed, a dis- 
play of goods may be arranged, as in 
Fig. 2. 

On the top step or box are placed a num- 
ber of tall bottles, such as quarts of vine- 
gar, catsup, grape juice, or table waters, or, 
in fact, any other line of bottle goods, and 
on top of these a circular glass or piece of 



wood. This treatment is repeated several 
times, building up in pyramid shape ac- 
cording to the height of the window. At 
the extreme top these piles of bottled goods 
are finished off with bowls of fruits and 
nuts. 

The center of the background is indicated 
as having a large circular sign worded as 
follows : "Delicacies of the Season," or 
some other appropriate wording, applying 
particularly to the season, may be substi- 
tuted from time to time. 

As in the case of the other basic plans for 
displays described on these pages, the ef- 
fect of the window can be strengthened 
materially by a shifting around of the ar- 
ticles displayed, making it unnecessary to 
change the fixtures constructed in the store 
for the purpose of creating an attractive 
arrangement in the window. 




-W\J 



82 




Window Perspective 



By 



A background and foundation plan of at 
least a semi-permanent variety is another 
one of the handy things the man who trims 
the windows in the grocery store must pro- 
vide for himself. 

This plan provides for such a set of 
equipment. It is to make the frequent 
change in the window display an easy mat- 
ter. As compared with the permanent back- 
ground, even though the display be changed 
at regular intervals, the entire change in 
the layout in the window is one step nearer 
the perfect window. 

This plan involves no great amount of 
work nor is it expensive. In addition to a 
background, it takes care of a foundation 
for the goods to be displayed in the window. 

The drawing provides for flat panels at 
each side of the window, and to these are 
shown attached two shelves. This matter of 
number of shelves is optional with the win- 
dow trimmer and the height and size of the 
window has something to do with it. In 
some cases a variation of the width of the 
shelves may be applicable, the lower shelf be- 
ing wider than the one immediately above it, 
and so on with the narrowest at the top. 

These shelves secure their main support 
from the scroll shown at the rear of the 
window. This in addition to serving that 
purpose forms a decorative feature as well 
from the window as from the inside of the 
store. 

As a center feature for decorative effect to 
be trimmed out with a simple display of 
groceries, is a set of circular shelves or 
steps. 



T 


v^y 


7 



WV»«v Floor- PI**-. 

The background having these graceful 
lines may be made of three-eighths or quar- 
ter-inch well-seasoned lumber. A heavy 
composition board has been recommended 
by some trimmers. In either case, a pat- 
tern should be laid out, and the same one 
used on both of the backgrounds having 
the same curved ends. 

If thin board is used, it will be found to 
be practical to fasten two boards together 
and cut out both sides at one time. This 
plan can be followed in making the center 
feature, and center pedestal will serve as 
the joining piece for the two separate ends. 

Whether composition board or lumber is 
used, a smooth surface must be provided 
before the paint to be used in this case is 
applied. And in this case paint is desirable, 
preferably white paint. It will produce a 
sanitary effect and will harmonize with any 
color scheme. 

And right here is a thought. The belief 
that only the dry goods or the druggists or 
some other merchant's window requires the 
working out of a harmonious color scheme 
has long ago been exploded. 

Where eatables are sold and displayed, 
there should be a harmonious setting. 
Work in the color schemes. 



83 



For the Two Small Window Store Front 




The store with the two small windows 
instead of the larger one is no easy matter 
to take care of. In fact, many claim the 
smaller the window the more difficult the 
attractive arrangement of a display. 

There is one prime feature the window 
trimmer must observe when installing dis- 
plays in a twin window such as is pictured 
in the drawing. That is that the two 
windows harmonize, for, as the eyes are 
the windows to the soul, so are the win- 
dows the eyes of the store. 

In the left-hand window is a breakfast 
table coffee suggestion or it may be a din- 
ner table tea idea. The covered table is 
of course the center feature in this display 
and the can of coffee, the package or can 
of tea should be in prominent position on 
the table. In addition to this, as much as 
possible of the regular paraphernalia 
should be placed on the table. The chair 
must also be there and it will give the 
whole thing a finishing touch to place 
some wafers or crackers in a small bowl 
on the table. 

But let the coffee or tea package be 
prominent in the display. Don't put too 
many of the packages on the table. Let 
one have the front row. The balance of 



the window can be trimmed out with pack- 
ages of that same beverage, be it tea or 
coffee, as shown in the drawing. 

The right-hand window in the drawing- 
is suggested as a fruit display. Here the 
center of the display is an ordinary barrel. 
If the display is used a little later in the 
season the barrel may be one of cranber- 
ries, Jersey sweet potatoes, or apples. In 
either event use an empty barrel. In 
the drawing is shown a plan of cutting 
openings in the front of the barrel through 
which it can be made to appear that the 
barrel is filled. By packing apples, cran- 
berries, or sweet potatoes in three small 
boxes and fastening these on the inside of 
the barrel an appearance of a full barrel 
may be secured. 

To vary the plan a little and give the 
display a little extra feature, three differ- 
ent products may be made to appear 
through these openings and so add a 
little more interest to the display. The 
remainder of the plan is pretty well de- 
scribed by the drawing and the plan of 
arrangement is not difficult. 

A few palms and swinging baskets of 
flowers will fit in well with these win- 
dows. 



84 



Getting Ready to Push New Canned Goods 



In arranging a window of canned goods, 
some common errors are liable to creep in 
and will make them unproductive of the 
results in sales that a well arranged win- 
dow should bring. 

The range of items that come in attract- 
ively labeled cans is large and varied. 
Many of these cans are in themselves an 
attractive display. It is the live distrib- 
uter's aim to put up such a class of goods 
as will be fittingly represented by the label 




pretty effect can frequently be brought out. 
That effect depends, of course, upon the 
fact whether or not the labels are attract- 
ive and more or less distinctive in each 
variety. A distinction in labels can be 
made between the fruits, as, for instance, 
the different coloring of the labels of 
white and black cherries, lemon-cling 
peaches, pears, and apricots. Even if the 
labels of the different varieties are not 
distinctive with front and back view shown 
alternately almost the same effect can be 
produced. 

In Fig. 3 is shown a more elaborate 
pyramid of cans where strips of wood, 



and a label on the can that will sell the 
can of goods by its sheer attractiveness. 

So a canned goods window will be worth 
just as much as you put into it. Not in 
point of quantity of goods, but in measure 
of effort. 

The cuts show several units of display 
groups and show how effectively displays 
can be built up out of canned goods 
There is no question but that a little in- 
genuity in grocery window trimming is 
necessary to create an interest and effect 
sales. 

Where a variety of articles in the 
canned goods line is to be brought into 
the window the unit shown in Fig. I can 
be put to good use. 

In Fig. 2 is shown a series of these 
units. Two pyramids as in number one 
are placed side by side with a space be- 
tween of about the width of one can. On 
top of these two piles is placed a very 
thin board of sufficient strength to support 
the two top piles. A strip of plate glass 
may be substituted for the wooden strip 
and relieve the suggestion of clumsiness 
that a strip of wood is liable to add. 

If, for example, a California fruits win- 
dow is to be arranged, an arrangement as 
shown by Fig. 2 can be given over to each 
one of the different varieties and a very 




ry-3 




Fij-4- - 

galvanized iron, or glass are again used to 
bind the display together. 

Many distributors of canned goods 
furnish attractive window cards with 
their goods. The trimmer can make good 
without exception of a high grade and 
use of these cards as they are almost 
very attractive, and will add, if intelli- 
gently distributed in the window, to any 
canned goods display. 



Fig. 4 shows an arrangement for the 
center of a canned goods display which 
will permit the use of large show cards 
in connection with the display. The pro- 
duct that the show card tells about forms 
the frame for the card and so an oppor- 
tunity for appropriate wording covering 
the merits of the line is given 

Three piles of cans are put in place and 
the space between is left the exact width 
of the show cards that are to be placed 
between them. Next a board or glass 
strip is placed across the top of the three 
piles and the top row of cans placed 
thereon. 



A single frame for one card alone can 
be made by making but two piles of cans. 

The wording on the cards should be ap- 
propriate and to the point. Such catch 
phrases as — 

"There is no getting around the fact, 
etc.," or "The quality of the — and — con- 
tained in thesie caps borders on etc.," or 
"Our line of fruits and vegetables has 
got it all over and around, etc.," or "The 
first pack of the season." 

A catchy statement at the head of your 
card must be really one that will attract 
the passer-by. Then he will read the 
rest of what you can say about the line 
and memorize the label. 



An Elaborate Canned Goods Setting 




A window of canned goods at the very 
opening of the cool weather season should 
impress upon the minds of buyers that there 
is an advantage in buying these goods early. 

The plan of this window should be to in- 
duce sales of canned goods in quantity in- 
stead of by the single can. Clerks should 
be instructed to push sales by the dozen, 
and the window cards should set forth the 
advantage in price gained by such purchases. 

It will be well to arrange some of the 
canned goods in assortment at a special 
price, say $i or $2, the card announcing 
what the assortment consists of and the 
price at which it may be purchased. 

In constructing the display depicted in the 
drawing, it will be best to start with the 
rear wall. The cartons are rather heavy, as 



will be noted, except those used in the 
arches. The arch effect is secured by build- 
ing the arch from very light lumber and 
placing the cartons on this lumber. The 
rear wall is made so that the bottom part is 
wider than the upper part. This leaves a 
sort of shelf upon which assortments of 
canned goods may be displayed. The floor 
space is "taken up by stocks of cans and car- 
tons. 

In windows that do not allow of such 
elaborate treatment, two or three cases of 
canned goods broken open to allow the cans 
to roll out on the floor of the window may 
be used effectively- But don't forget to 
mark the prices per dozen or the assortment 
as suggested. 

Push the quantity sales. 



86 



The "Big Can" Canned Goods Display 




To get away from the average sing-song 
in a canned goods window is the difficult 
thing. 

Canned goods readily adapt themselves to 
building piles, pyramids, and columns, but 
that system used year in and year out has 
made it very much "blase." 

Run in a clever idea to add a little spice 
to the display of the line that brings you 
trade. Use the hammer and saw occasion- 
ally and make your canned goods window 
the bright spot on the street. Don't mum- 
ble — holler ! To do it you have but to bring 
in a special feature. 

In Figs, i and 2 are shown a large can 
in the making. This large imitation can is 
to be the decorative feature of a canned 
goods window. With the aid of the draw- 
ings showing the different stages of con- 
struction and the following description, this 
dummy can be easily arranged. 

Fig. 1 shows the skeleton of a mammoth 
can which has for its working basis two 
circles of wood cut in the diameter desired 
for the size of the large can; lids of cheese 
hoops will answer. To these are nailed lath 
at intervals of an inch or two around the en- 
tire circumefrence of the bottom and top 
circles. 

In arriving at the height of the can it is 
well to observe the proper proportions of the 
smaller can, of which this isto be a large 
model. The exact proportion does not 
necessarily have to be reproduced, but the 
general contour must be correct, so that 
when the can is placed in the window it 
will not look as long as a stovepipe or as 
squat as a snare drum. 



After the two wooden circles have been 
surrounded by these strips of wood, cover 
the entire drum with building or carpet 
paper, as in Fig. 2. To insure a smooth, even 
surface, the addition of several extra wrap- 
pings of paper or muslin is advisable and so 
produce a perfect imitation of a can ready 
for the label. 

In arranging this display, the help of the 
owner of a handsomely labeled line of 
canned goods will be valuable. Get the 
exact measurement of the strip that will 
cover the large can in the form of a label 
and put the much proffered help of the dis- 
tributor of that label to use. Get him to 
furnish you a large label, an exact repro- 
duction of the label on your fancy brand. 

If this cannot be arranged, have the label 
copied, as well as possible, by your local 
painter on the muslin surface or cardboard 
used as the outer covering for the mammoth 
can. 

This "original" of your canned goods line 
can be used in the window in many differ- 
ent ways. It can be set on the floor and 
the display of canned goods grouped 
around it and on top of it, or it can be used 





fi$2. 



87 



as shown in the larger drawing of the win- 
dow. 

The center pyramid of cans in the window 
is built up under and up to the bottom of 
this dummy, and will help keep it in place. 
The simple arrangement in the rest of the 
window is well to follow or else a step-like 
arrangement may be applied. 

The base of the tier (that is, the three 
sides — the front and the right and left-hand 
sides) comes within a foot or so of the side 
and front of the window. Empty boxes used 



as a basis for this tier will keep tne number 
of cans required for this arrangement down 
to a minimum and give a foundation to 
work on. 

The appearance of either of these two 
arrangements will be greatly improved by 
the addition of mirrors placed at the side and 
back of the window. Bringing a harmonious 
color scheme into the window by decorat- 
ing the rear and side paneling with strips of 
cloth of different colors is also very ef- 
fective. 



Canned Goods Display with a Feature 



The pyramids in this display are designed 
more with a view of creating spires than 
the pyramids with larger bases, described 
on previous pages. The plan of building 
these is easily seen in the drawing, and 
needs no further explanation. 

The entire plan is a simple one, and has 
the desired feature of shutting out only a 
limited amount of light. To secure the 
desired attention to such statement as it 
may be desirable to display, a properly 
worded and executed sign may be hung 
from the center of the arch built at the top 
of the back of the window. 

The foreground of the window is left 
open to display a fresh consignment of fresh 
fruits and vegetables each day. The open- 
ing at the rear of the window therefore ac- 
complishes two purposes. An attractive 
card is placed on the floor of the window 
to the effect that the woman with a taste 
for the best in fruits and vegetables in cans 
or in the fresh state can be served by this 
particular store. 




The most attractive package windows are 
usually those that are not crowded solid 
with package goods. 

In order to illustrate this point, the ac- 
companying drawing shows a very attrac- 
tive method of arranging canned goods by 
the use of a limited number of cans. 

It often happens that a merchant would 
like to show some one line in the window, 
but having only a limited amount of the 
goods, is apt to keep them out of the win- 




dow, thinking he does not have enough for 
a display. 

This drawing will therefore be helpful in 
suggesting to these merchants that it is 
really possible to have a most interesting 
display, using two or four dozen cans of 
goods. 

It has been demonstrated that the win- 
dows that pay the best are usually those 
given over to the display of one line of 
goods. 

This will seem unusual to those mer- 
chants who feel they must pile their win- 
dows full of a little, of everything, but if it 
is tried, it will be found that a window 
given over to the display of one brand of 
baked beans, for instance, will boost the 
sale of this item correspondingly. The win- 
dow should be changed regularly and often. 
It is almost certain that this experience will 
be found profitable. 



The trimmer should try to use something 
else in his display besides a mere arrange- 
ment of the cans. This not only adds to the 
novelty of the display, but helps fill it. 

The drawing suggests how an assortment 
of attractive labels can be arranged on the 
floor of the window. 



In the center of the drawing there is an 
extremely large can. It is, of course, a 
large dummy made up over a framework 
of light lumber. Around the top edge of 
this large dummy will be noticed folded 
labels draped in loop fashion. 

Two bold signs as indicated in the cut 
make the display stand out prominently. 



An Emblematic Coffee and Tea Display 




A display of teas and coffees in pack- 
ages into which is brought some emblem of 
the country producing teas or coffees can 
be made a very attractive one. 

As coffees and teas are products of trop- 
ical countries, in a general way the em- 
blems of those countries can be shown as 
symbolical of the place of origin of your 
line, although the food laws of the present 
day make misrepresentations as regards the 
place of origin a very unprofitable practice. 

A variation of the arrangement shown in 
the drawing can be effected by snowing the 
bulk coffees and teas in the form and style 
of the emblems of the native countries of 
those coffees and teas. 

While these emblems, in order to bring 
out their real meaning and significance in 
connection with the country that they are 
meant to typify should appear in the natural 
colors, this is, of course, impossible to bring 
out with so commonplace a basis of color- 
ing as is furnished by teas and coffee. 



The emblem used, shown in any color, 
will at once convey to the majority of per- 
sons as typifying the Orient. 

This is not true, however, with the Bra- 
zilian emblem, and as the majority of the 
coffee drank comes from that country, it is 
one that should be shown. 

Brazil's emblem or national flag is a light 
colored yellow diamond placed on a pale 
green field. In the center of the diamond is 
a banded globe of light blue with a scatter- 
ing of white stars on the lower half. 

As the drawing will suggest, the window 
display is made up of package teas, coffees, 
extracts, and some bulk displays of the two 
first named. The different styles of pack- 
ages that your stock affords should be 
shown to give variety to the window. 

The emblems can be used in a very in- 
teresting manner in this connection, as there 
are several which are easily adapted to the 
use to which they can be put in displaying 
coffees and teas. 



89 



Oriental Setting for Tea or Coffee Display 




A Japanese effect, a good feature window 
for pushing of teas, coffees, cocoas, etc., 
and other items whose place of origin is al- 
ways associated with some wonderful trop- 
ical or oriental country, is the plan in this 
drawing. 

At the rear and center of the window an 
arch constructed of cartons is the feature of 
the whole window. It's a simple one, too. 
Take some one-pound tea cartons or cans, 
or get your source of supply to furnish 
enough for the feature. 

The two uprights should be made to lean 
towards the center. To do this to best ad- 
vantage, the lower carton may be cut 
diagonally from corner to corner so as to 
give the whole pillar the desired tilt as in- 
dicated in the drawing. The process of 
stripping the cartons together will answer 
in handling the stringer across the top. 
Put the gummed tape on the back of the 
cartons, but permit a very little play be- 
tween the cartons, so that the curve as 
shown in the drawing may be secured. 

After the top piece has been put into 
position, fasten it securely to the uprights, 
and if necessary, the whole arch to the back 



and top of the window. Japanese lanterns 
should be strung in similar fashion to that 
shown in the drawing. Decorate the sides 
of the windows with Japanese splashers, 
which are paper hangers decorated with 
oriental designs and may be had for a 
small price. 

The plan in the drawing can be improved 
upon even further by placing two or three 
Japanese parasols on top and at each side 
of the arch. 

The usual warning about absolute spot- 
lessness applies to this window display. Also 
that about overcrowding, because the win- 
dow is the index to, and not the contents of, 
the store. 

While teas, coffees, cocoas, chocolates, as 
basis for beverages, have the primal rights 
of display in this window, there are of 
course many other items that can go in. 
Olive oils, olives, fancy preserves, are fit 
subjects for the decorations described for 
this display. 

The floor where it shows should be as 
clean as it can be made. If it cannot be 
made to look bright, lay clean, flat, light- 
colored paper, or yellow crepe paper. 



90 



A Fruit Jar and Can Window 




The woma,n who buys jars and cans and 
rubbers and sealing wax can be appealed 
to by a display of these things just as 
surely as when she is out buying fancy 
eatables. 

The season on these goods, while short, 
is active. Make the sales plan active and 
so make it more profitable than it would 
be without any enthusiasm displayed in the 
show windows. The construction of the 
window is simple enough. It is neverthe- 
less as effective as it is simple, and there- 
fore will appeal to the woman who has 
the "putting up" bee in her bonnet. 

At the rear of the window is an arch 
made of light lumber and bent to describe 
a greater or smaller curve, depending up- 
on the height of the window. If the 
window is very high it may be well to use 
two of these strips and arrange a row of 
jars on one and a row of cans on the 
other. 

These strips are covered with strips of 
colored crepe paper, and at the spaces be- 
tween the cans and jars are fastened jar 
rubbers or rings of alternating red and 
white color. 

At the rear are empty jar cases on which 
are piled a single row of jars. A varia- 



tion of the display in the drawing may be 
brought about by making pyramids, using 
the pint, quart, and half-gallon sizes in- 
stead. 

At each end of the window pile up 
fruit cans after the plan shown in the 
drawing. The balance of the window is 
made up of fruit jar caps, fruit jar rings, 
sealing wax, and other canning accessories. 

In the center and to the rear of the win- 
dow is a group of cans which balances the 
entire window. Around this is formed a 
semicircle of jar caps, and the whole 
window has a pleasing and symmetrical 
effect. 

Additional features may be brought into 
the window; for example, by forming 
chains made of jar rubbers which may be 
tied together either with a fine wire or 
thread and strung from the four corners 
of the window. At the point of crossing 
in the center a string of rubbers can be 
extended to the floor of the window 
whereto is fastened a card calling atten- 
tion to the whole display. 

The rings used in this arrangement may 
be of alternating colors. This sort of kin- 
dergarten work will lend real color to your 
window. 



Oi 



A Coffee Window Display Demonstration 




The demonstration window is one that 
will pull from both sides — inside and out- 
side. It is an unusual display for any mer- 
chant's window, and it is the unique things 
in advertising that pay. 

The window itself is simple of arrange- 
ment, but the keeping up of the display 
calls for careful attention. Coffee is the 
one thing that can stand much pushing. A 
coffee demonstration is the best thing to 
put in this window, although a special brand 
of, say, Ceylon or Japan tea, might be used. 

A young woman dressed as a waitress 
is pressed into service as a demonstrator. 
But she must know how to make coffee. 
Better let her have considerable practice in 
making a good cup of coffee before intro- 
ducing this demonstration, as the coffee 
must please or the display will lose its value 
entirely. 

Her duties will be to make the coffee over 
the alcohol burner, in plain view both from 
the street as well as from the inside of the 
store, and serve the brew to the patrons of 
the store. She should be thoroughly posted 
as to the values of the brand of coffees and 
be able to talk intelligently on the various 
grades. If you have a special brand that 
you are pushing, that, of course, must be 
given preference, and its points enlarged 



upon as compared to the cheaper grades, 
and why it is worth a few cents per pound 
more to the customer to buy that particular 
brand. 

The cups in which the coffee is served 
should be small and dainty — the demi- 
tasse kind. Everything in the display should 
glisten, and that calls for a shining coffee 
pot. The floor of the window is made up 
of a handsome display of the package coffee 
that is being demonstrated, and signs telling 
the price should accompany those announ- 
cing the fact that a free demonstration is 
going on inside. 

If Ceylon or Japan teas are used, the 
demonstrator can very fittingly be attired 
in oriental costume. In this case other 
fantastic oriental decorations can be used, 
such as Japanese fans and parasols for 
decorating the ceiling of the window. Ar- 
tificial palms can be placed in the corners of 
the window and the floor covered with 
Japanese or grass matting. 

This is a method of advertising many 
large manufacturers find very productive 
of results. A tactful young woman in the 
store's employ, one who is capable of get- 
ting new customers, in charge of this demon- 
stration will prove a very inexpensive 
method of getting good returns. 



92 



A "Light Lunch" Materials Arrangement 




to tier up the 
bottles is to cut 
small, thin boards 
of the required 
size, as indicated, 
for use in the 
drawing. Cover 
these with clean 
manila paper, and 
on these as plat- 
forms each tier 
may be placed 
with good results. 
If a floor cover- 
ing is used, a 
good red crepe 
paper will be 
found to set the 
display off to 
good advantage. 



Ready-to-eat eatables form the selling ar- 
gument in this window. 

Here again the floor of the window forms 
the base for the display of*cans, bottles, and 
packages, and no carpentry is necessary. 

For the hurried light lunch in the home 
there are countless articles of food in the 
store that can well be brought to the fore- 
ground. Light lunches are almost as regu- 
lar during the Winter months as during the 
warm days, and often the preparation of a 
meal must be hurried. 

The window should be made and pre- 
sented as a ''light lunch" window. — light 
lunch because the work of preparation is 
minimized by the method in which the foods 
are put up. In other words, practically 
"ready to serve." 

In the case of bottled goods a good way 



AN ARTISTIC LAYOUT FOR 
BACK WINDOW 



HIGH 



Here is a window plan in which the color 
scheme plays a very important part. The 
arrangement is particularly well adapted to 
those windows having no rear partition, 
which is the case with the majority of 
grocery windows. 

The background of the window is com- 
posed of a curtain loosely stretched upon 
a wire or rod and this may be hung as high 
or as low as the size and shape of the 
window demand. The center display is 
made of cartons, preferably of a light color, 
forming a pleasing contrast with the darker 
colored background. 

For material to be displayed in the window 
there are cartons of cereals, bottles, cans 



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93 



and jars of fruits and vegetables and some 
fresh fruits and vegetables. The center 
display is easily arranged of cartons and 
thin boards to form the shelves. As the 
drawing shows, the cartons form the support 
for the shelving upon which an attractive 
presentation of the store's fancy goods can 
be made. 

The drawing gives a very appropriate 
setting of the different articles shown on 
the shelving, and as there indicated, the 
smaller bottled goods are well placed on 
the upper shelving. If heavier articles are 
placed in the space it may be found neces- 



sary to support the shelving at the center 
by a sustaining carton. The top board 
should be of thicker material and a more 
elaborate display made thereon. 

At the front of the window the name of 
the store is worked out with a combination 
of colors in dried fruits. The panel form- 
ing the background for the letters can be 
made of ring evaporated apples. The letters 
themselves may be worked in and a contrast 
in color brought about by using either 
prunes or raisins or both. 

As in the case of the cartons and bottles 
shown, the dried fruit must be in the best 
of condition, clean and bright. 



Contrasting Fresh Fruits with New Pack 
in Containers 




The drawing shows in the foreground of 
the window the wind-up of the season in 
fresh fruits. They become "higher and 
fewer" in all sections of the country as Oc- 
tober rolls into November. The window is 
intended to remind that the season for fresh 
fruits is over and a demand for your 
bottled and canned products of fresh fruits 
will grow apace. 

There can of course be no question as to 
the purity of the fresh article at the front 
of the window shown in the first cut. If 



the display is one made up of clean, bright, 
fresh stock, properly arranged, there is no 
question as to the purity message it carries. 

Now then, at the rear of the window is 
shown the next step in fruits. The jars of 
the preserved article and the cans of the 
canned fruits and vegetables. 

Show and talk the jars of preserved and 
the canned fruits always when the women 
ask for the fresh article. Pretty soon there 
will be no fresh goods to talk about and 
your campaign on the best brands will be 
under good headway. 



94 



A High School as a Window Center 




W////'~ 



Variety in the window is not only the 
spice of that window's life, but it is the es- 
sence of that store's pulling power. 

Piling up the window with a lot of cartons 
or bottled goods and expecting the mere 
attractiveness of the labels to create a good 
effect is a wrong theory. There must be 
variation. 

In this window plan, cartons and bottles 
are grouped together in the form of a school 
building. The school house will attract at- 
tention from the youngster and the woman 
who buys the groceries. Built of food pro- 
ducts in cartons and cans, the material 
with which the school is built will come in 
for a close scrutiny on the part of the con- 
sumers of the town. The principal material 
is cartons, and then cans and bottles arj 
also brought into play. The columns at the 
entrance are constructed of either baking 
powder cans or tall salmon cans. The divi- 
sions forming the windows are also of cans 
and the particular kind of cans used de- 
pends upon the builder of this display, as a 
variety of sizes of cartons may be used 



necessitating different heights of cans to 
fit in. 

Like any other public building, it must be 
appropriately ornamented and fancy bottles 
of olive oil, sauces, or catsup make up the 
trimmings. 

The realistic touch is given the school 
house in the addition in the tower of a 
clock dial which is in plain view from the 
street. An alarm clock is readily adapted 
for this purpose and without this feature 
much of the effect is lost. A fence of 
cartons or cans surrounds the building and 
grounds and in the campus are placed two 
pyramids of bottles, one to each side of the 
center of the window. 

This will make a mighty good feature, 
especially when the class of goods dis- 
played in the cartons fit in with the idea 
portrayed in the arrangement of the display 
itself — that is, foods for the school kiddies. 
Crackers and biscuits in cartons will furnish 
the carton material for a good school build- 
ing. Breakfast foods, too, are appropriate 

Try the schoolhouse idea. 



95 



Settings for Harvest or Autumn Window 




msamiUiiissmsm 



This is another plan for the time of 
exit of the last of the Summer windows 
when the Fall window is crowding into the 
lead. 

The "frost is on the pumpkin and the 
corn is in the shock" phrase fits in. Be- 
fore Hallowe'en and Thanksgiving come 
along a good Fall window fits in in good 
shape, but the idea sketched herewith may 



also be used as a Hallowe'en window after 
a few additions have been made. 

Nature's Fall colorings dominate the 
color scheme in this window plan. The 
pumpkin and the fodder in the shock are, 
of course, the prominent items in the fea- 
ture. Across the back of the window is a 
fence which can be constructed of cartons, 
and if a brown-colored carton or can label 
is available, use it in building the fence. 




A combination of the two, cans and car- 
tons of the proper color, can be used in 
the construction of the fence by laying 
small, flat cans between long cartons for 
the horizontal bars. 

The top and side trimming of the win- 
dow is of colored Autumn leaves. They 
may be imitation or the real article will 
answer, and the latter last long enough 
for the life of the window display. 

With such a setting a limited display of 
seasonable goods will make the whole a 
highly attractive window. An old scythe 
or a corn knife, together with some husking 
gloves laid on the floor near the corn shock 
will add much of the real to the feature. 



In addition to the pumpkins on the floor, 
cans of pumpkin, packages of mince-meat, 
syrups, and the popular items in the more 
substantial foods go with this window. To 
the left a display of oranges, apples, and 
nuts may be made. A jug labeled cider 
fits in fine and should go in. 

These are suggestions which if followed 
will help to make a window that will at- 
tract the passer-by. It is up to the man 
trimming the window to make such minor 
changes and variations from the plan out- 
lined as it strikes him will prove more 
attractive. 

It's a good Fall idea and can easily be 
worked out to good effect. 



A Color-Scheme Variation for Cartons and Cans 




Everything in canned goods that with a 
little more and more of demonstration will 
make business ever better for this item is 
the plan of this window. 

In the majority of cases canned goods 
deserve pushing as they are more uniform, 
not to mention the cheapness of the entire 
line when compared with the actual food 
value of fresh products placed on the table 
both from a standpoint of quality as well 
as quantity. 

As the window is arranged in the draw- 
ing, a very strong effect may be obtained, 
arranging the pyramids of cartons on each 
side of the window. On the floor of the 
window, pyramids of cartons are laid 
pointing towards the center of the window. 

The center tower of cans may be con- 
structed of the different sizes of cans for 



variation. Tails, flats, and halves, or a 
layer or two of each of the different sizes, 
shapes, and colors of cans of both do- 
mestic and imported goods, can be used in 
building the tower. 

In this window is again to be observed 
the caution against overcrowding Like- 
wise the desirability of a harmonious con- 
trasting or blending of colors must not be 
overlooked. 

Fresh fruits strewn around on the floor 
of the window will help in the color ar- 
rangement. 

It is too often for lack of the right sug- 
gestions that the consumer continues in 
the rut of ordering what she had the day 
before or last week or month to no sat- 
isfaction to herself and no advantage to 
the grocer. 



97 



A Variety of Hallowe'en Window Plans 




Giving the center feature in the Hal- 
lowe'en window display over to anything 
but the proverbial ghost would be like 
staging a Thanksgiving dinner without the 
turkey and the cranberry sauce. 

The prime feature in this case won't allow 
for any substitute and the distinction be- 
tween one season's Hallowe'en window and 
a previous one will have to occur in the 
general arrangement of the entire display. 

Therefore the ghost will have to go in. 
By bringing into play a flashing electric 
light, a relegated electric fan, and a subdued 
light effect for the whole window, much 
added attractiveness may be given the entire 
display. In the drawing, the ghost is rep- 
resented as coming through a gateway 
made of large cartons or cases covered over 
with a suitable brown paper. An incan- 
descent globe placed in the head and con- 
nected if possible with a flash sign — the kind 
that flashes intermittently — will promote a 
spookish effect. 

To further produce this effect in the 
figure, an oscillating electric fan so placed 
at the rear of the window as to rustle the 



shroud of the ghost at intervals will make 
the ghost one of the-"livest" ever presented 
in a Hallowe'en window display. If it is 
practical to do so, time the rustling — that is 
the direct flash at the figure — with the light- 
ing of the globe in the pumpkin head. If 
the current from the fan is too strong, 
muffle it by letting it blow through a screen 
or latticework of the proper coarseness of 
mesh. 

The lights in the window proper should 
be subdued with a covering of orange 
colored paper to give the whole the proper 
glow. All the other lights should be en- 
tirely hidden from view of the passer-by. 

In the drawing the top of the window 
along the front is arranged a series of ears 
of corn in clusters and these may be used to 
hide the lights. Behind these is placed the 
colored paper to cover the lights. Care 
must be taken that the paper does not come 
in contact with the globes as the heat is 
likely to cause fire. To eliminate this pos- 
sibility entirely, stain the globes a deep 
orange color. 

The closed window adapts itself particu- 
larly to this display. 



98 



This is another plan of making the ghost. 
About this central figure must everything 
else swing. So, in the sketches herewith 
shown that sprite is again the prominent 
feature. 

All the lights in the window are sub- 
dued with a covering of orange-colored 
paper, although care must be taken that the 
paper does not come in contact with the 
globes, as the heat is liable to cause fire. 
The corn poppers, the small cartons ar- 
ranged along the back of the window, and 



the pumpkins and melons on the floor add 
to the general effect. 

Across the front of the window are ar- 
ranged nine pumpkins, of as near the same 
size as possible, in each of which has been 
carved one of the letters which go to make 
up the spelling of the word "Hallowe'en." 
If practical, each of these can be lighted 
with electric lights. 

Both of these windows will show up to 
best advantage in the evening, and for that 
reason the window lights should be turned 
on as early as possible each night. 




The scheme of decoration in the small 
window is aptly told by the drawing. The 
border at the top of the wall as well as 
that at each side is made of those large 
prize ears of corn that you will get. The 
husks are partly pulled down and the ear 
of maize shown in all of its matured 
glory. 

The right-hand corner of the window 
contains a shock of corn just as it would 
in the field. In the other corner is a blue- 
ribbon pumpkin on a pedestal. A few 
stalks of corn graces its presence there. 

Crossing a rake or a pitch-fork or two 
in front of the group and some sort of a 
vine, preferably, of course, an artificial 
pumpkin vine draped around the pedestal, 
finishes the picture. 

There you have the setting for a display 



of any number of items in your stock. 
Package or can goods should be used in 
this window. Your best brand of canned 
corn or canned pumpkin are excellent run- 
ning mates for the decorative feature. 




99 



Catchy Layout for Coffee and Tea Window 




Coffees and teas cannot appear too often 
in the show windows. They pay big for 
extra efforts expended in attractive prepara- 
tion. 

The display, an outline and general plan 
of arrangement of which is shown, is to be 
made on those ones, twos, and threes of your 
coffee in canisters, cans, or cartons, as well 
as packages of your different blends of teas, 
together with a representation of the quarter, 
half, and one pound packages of India, Cey- 
lon, Japan, or China's finest. 

As the coffee or tea display should be a 
frequent occupant of the window, too elab- 
orate plans are not desirable. The one 
shown on this page is simple in arrange- 
ment and no especial preparations are neces- 
sary. 

The display is designed to go into the 
window without any preparatory carpenter 
work, and the effect is secured by tasty ar- 
rangement of the product itself, a harmo- 
nious tiering and piling of the packages. 

The plan of chalking the floor and so ar- 
ranging a general contour of the display is 
a good idea, and does away with a waste of 
time in installing the goods themselves. 
This plan is found especially advantageous 
where circles or semicircles are constructed 
of cans and packages. 

In the center and foreground of the win- 
dow is deposited a pile of your special blend 
of coffee. It is inadvisable, aside from any 
standpoint of whether or not it is desirable 



to do so, that the pile be coffee all the way 
through. The pile should have for a center, 
cartons or cans built up, and which can be 
covered over with a piece of cheese-cloth, 
and on this foundation is placed the bulk 
coffee. 



A welcome change from the usual grocery 
display is the show window in which a shelf 
is the chief feature. Such a window dis- 
play is shown on page 47. 

This shelf extends entirely around the 
window. It must be made before it is put 
into the window, and securely supported 
to hold the weight of the goods. Brackets 
beneath furnish sufficient support and cartons 
are to be used instead of canned goods be- 
cause the weight is so much less. 

The cartons in the arches may be wired 
or tacked on the back and side walls of 
the window. This also helps to lighten the 
weight on the shelf supports. 

Small pyramids of cartons mark the di- 
visions between the arches. A large pyramid 
erected on store boxes occupies the center 
of the display. Cartons are piled about the 
box to hide them. A large placard or 
window card should be placed on each side 
of the window resting on the store boxes, 
each placard framed with cartons, preferably 
dummies if they can be secured. A quantity 
of goods scattered through the window will 
brighten the display. 



100 



For Thanksgiving Menu Suggestions 



A table, spread with delicacies as a 
Thanksgiving menu suggestion, is the cen- 
tral piece of this display. Baby ribbons run- 
ning from the various goods shown to cards 
giving prices and pasted on the glass, con- 
nect the items with the prices and the eyes 
of the passer-by. 

The idea is not a new one, but can be 
effectively adopted. A satin damask table- 
cloth, bright silver, and some attractive 
dishes and cut glass from the stock in the 
china department complete the equipment. 

A papier-mache turkey on the platter will 



serve as the piece de resistance very well 
indeed. The other foods may be taken from 
stock, and the more inviting the products 
shown, the better the pulling power of the 
window will be. 

In the other parts of the window may be 
shown practically all the items which go to 
make up a delightful dinner. Boxed apples 
and dried fruits, grapes, grape fruit and 
oranges, attractive preserves in glass and a 
background of suitable canned goods, dis- 
played to great advantage. This is a very 
satisfactory window and not so difficult to 
construct. 




The plan shown at the top of the next 
page is meant to impress the consumer with 
the season of the bountiful harvest, and to 
suggest some of the many items apropos of 
the Thanksgiving dinner. 

The color scheme is very important in this 
design. The yellow corn and deeper shade 
of the pumpkins are in strong contrast with 
the white tablecloth and the white sacks of 
flour at either side. On the table is arranged 



merchandise representing the Fall harvest 
and groceries suitable for the Thanksgiving 
dinner. 

A basket of fruit, cranberries displayed in 
a glass jar, nuts, celery, cartons containing 
wafers and cakes, jars of preserves, and bot- 
tled goods are all represented on this table. 

The predominating idea in this display 
should be to play up the bountiful harvest 
idea. 



101 




Two Thanksgiving Turkey Window Plans 



This turkey for the Thanksgiving is to be 
an artificial bird as near as it can be made 
to be and that may be all but the wings and 
tail. 

.The body of the center feature as shown 
in the drawing is produced by means of a 
football. This can be used or a pumpkin 



made to serve the purpose better. In se- 
lecting a pumpkin for the body one con- 
forming as nearly as possible to shape of the 
body should be used. In other words, a flat 
pumpkin, placed so that the sides of the 
pumpkin appear as the sides of the bird. 
For the tail of the bird with the pumpkin 




body a feather duster with the feathers 
properly manipulated so that a fan shape is 
given the tail, may be used. For the wing 
this remnant of a real turkey must be re- 
sorted to. Fastening the wing as well as 
the tail to the pumpkin will not be a difficult 
matter. 

As shown in the picture, the wing is 
spread out and this must be done by means 
of wiring and also before the wing is at- 
tached to the body. For the legs, measure 
the thickness of the pumpkin and add to 
that the desired length that the legs should 
have in protruding from the body. Force 
the sticks into the pumpkin until the top 
inside wall of the pumpkin is reached. This 
will give the legs the required power of 
resistance. 

Wrap the lower protruding part with 
brown tape. Previous to this the toes have 
been made by means of wire and the whole 
thing wrapped with tape. 

The body of the bird should be set at an 
angle as shown in the drawing. The wing 



will conceal a support that can be placed at 
the back of the body and with this and the 
two legs firmly anchored, the body should 
stand rigidly. 

The neck is shown in the drawing as made 
of potatoes. If these are used they should 
be impaled on a skewer or heavy wire and 
forced to sufficient length into the pumpkin. 
Use another potato for the head, a cranberry 
held in place by a toothpick for the eye, a 
bill made of wood, red flannel for the comb, 
and black tassel at the breast will complete 
the feature. 

The balance of the display will explain 
itself in the drawing. A real stump should 
grace the center of the window. A hatchet 
or small axe is to be sunk partly into the 
wood. On the side of the stump is a good 
place to tack a card bearing a solicitation of 
the Thanksgiving order. 

The rest of the display is provided for in 
the drawing and can be varied to suit the 
whim of the window trimmer. 




The "home-made'' turkey is again the cen- 
tral figure in this window. Of course, it 
would be easier to put a live bird in the 
window, but everyone will do that, and the 
aim of every window trimmer should be 
something different. The extra effort and 
work will be well repaid. 

The body of this fowl is also a large yel- 
low pumpkin. The spreading tail consists of 
genuine turkey feathers stuck into the 



pumpkin. The neck is the neck of a long 
yellow squash, and the head is a common 
potato with cranberries for eyes and a piece 
of red flannel for a comb. 

The wings — or wing, as only one side of 
the bird will be visible — is also made of 
turkey feathers, and stick down, giving the 
bird the appearance of strutting. The coop 
adds a touch of realism which will prove 
amusing to the prospective customer. 



103 







The window shown in the drawing is typi- 
cal of the season, and the general arrange- 
ment can easily be followed and should be 
adhered to, as facility of preparation is in 
its favor. 

Place the barrel of apples in the center 
of the window in the position of pouring 



out its contents as shown. This feature of 
introducing into the window prime, fresh 
fruit in its original package is one the suc- 
cessful fancy grocery stores of the large 
cities find never to fail as an attractor of the 
public gaze and a corresponding tug at the 
purse strings. 



jf a, a a M a> a <aif 




104 



Some Feature Windows for Christmas 




In this window plan the automobile deliv- 
ery has crowded out the time-honored sleigh 
of Santa Claus. It's an automobile truck 
made apparently of a few everyday groceries 
as material, and carrying an assortment of 
the finest foods for festal menus. 

The plan is adapted particularly to the 
larger show window. The bed of the truck is 
built up on two supports about ten inches 
from the floor, set at the proper distance 
apart to represent the length of the truck. 
Hiding these supports from view are two 
barrel covers for the wheels. As in the case 
of the rest of the truck, trim the wheels with 
groceries. 

For heavy, solid tires fasten to the rim 
of the barrel cover by means of heavy twine 
a row of either No. 2^4 or No. V/2 asparagus 
cans. For spokes, fasten long cartons of 
macaroni or spaghetti to the barrel cover. 
For the hub, an appropriate-sized can gives 
the finishing touch. 

From the boards, stretched from one sup- 
port to the other, a banner bearing an appro- 
priate appeal may be hung the full length of 
the truck and so hide the supports and other 
parts of the window not in the plan. This 
should be hung, say, about eighteen inches 
from the front. A statement on this banner 
that will serve to connect up the idea of 
prompt delivery of the best for the holiday 
feasts with the feature itself is also in order. 

The posts on the truck can be covered 
with labels representing the store's fancy line, 



or cartons can be used. The connecting 
chains between the posts are made of cran- 
berries popcorn, etc., strung on thread or 
string. A paper Christmas bell or a brass or 
tin funnel can be used for the horn, the tube 
is a gas tube, and the lanterns represented by 
some of the tinware out of stock. 

The steering post is a broom stick fastened 
by crossed cleats to a hoop, and the whole 
wrapped with colored paper. Santa Claus 
himself will require a little more ingenuity 
on the part of the window trimmer, but he 
is worth striving for and should be placed 
in a driving position. 

The nature of the load to be carried sug- 
gests itself with the aid of the drawing. 
Cover the floor of the window with a thin 
layer of white beans and trim the corners of 
the window with holiday greens and fes- 
toons. 



The plan in the next drawing provides 
for a slightly different method of construc- 
tion. It is adaptable for a Merry-Christmas 
or a Happy-New-Year window. 

In connection with the bell window fea- 
ture, show a select display of the high grade 
in the line of foods carried by the store. If 
used as a first of the year window, it must 
more than ever represent a clean, snappy 
display and everything should sparkle. 

The framework in the center of the win 
dow is built around with cartons, and to 



105 







the cross piece at the top is suspended a large 
bell. A bell made of cardboard and having 
a barrel hoop at the bottom and on the out- 
side of the bell, and the whole covered with a 
carefully selected assortment of labels, will 
make a desirable feature- 



In the rest of the window harmonious 
effects in holiday decorations should be 
worked out. The plan for detailed layout 
of the window is conveyed by the drawing. 
Fresh fruits and fancy bottled goods help 
complete the scheme. 




Showing a Window with a Santa Claus 




This is a real Santa Claus Christmas 
window, and enables the dealer in food 
products to rival any toy dealer's display 
in the attractive display of goods for this 
holiday season. 

The idea in the illustration is the first 
Santa Claus window of the season. It 
shows that happy old gentleman in his 
candy shop, surrounded by the "makings" 
and some of the other things which go 
with them. 

In short, he is the cook and stands be- 
between two kettles of candy watching 
over the preparation of his supplies. 

Santa Claus may be built up by the use 
of a mask, some old clothes, a pair of 
boots, an apron, a cook's bonnet, and 
plenty of the common excelsior of Com- 
merce. The latter furnishes the interior 



of the gentleman's anatomy. A wood 
frame to hold the figure erect will be 
found a wise expenditure of time and ef- 
fort. 

The window gains the appearance of a 
shop by scattering goods about rather 
carelessly. The main theme of the win- 
dow is eatables, of course, but a few toys 
borrowed from the toy store will aid 
considerably. They ginger up the situa- 
tion very materially and increase the at- 
tractive power for children as they pass. 

Across the top of the window is a pole 
from which hang festoons of holly and 
some of the long candy canes which de- 
light the souls of the children. The goods 
shown chiefly in the display are candy, 
mincemeat, sugar, raisins, fruits, nuts, pre- 
serves; in fact, everything that is espe- 
cially fitting in the Yuletide menu. 



Last Minute Suggestion for Christmas Feature 



As the pumpkin is symbolical of Hallow- 
e'en and the Thanksgiving celebration, the 
Christmas tree cannot be supplanted as 
the star feature for the Christmas dis- 
play, unless it be a reproduction of Santa 
Claus himself. This latter feature is fre- 
quently a difficult one for the grocer to 
procure or reproduce, and for that reason 
is used less frequently. 

The drawing on the next page conveys a 
good idea of a method of arrangement of 



the Christmas window, and it is attractive, 
easy of arrangement, and connects up c 
ly the celebration with the eating part of 
the holiday program. 

First, construct the inclined plane. This 
extends diagonally across the window, and 
the rear end is elevated about three feet. 
This elevation will vary according to the 
length of the incline. Note that this in- 
cline is made of several short lengths of 
boards, each of which has one end on the 



107 



IL. 




o7G--:n% *\ 



floor and the other resting on the board 
underneath. In this way the incline is 
given a "dip" which would not be possible 
with a single board. 

Now place the two small boxes in oppo- 
site corners of the window and place a 
small Christmas tree on each one. Cover 
floor of window with cotton batting, pull- 
ing it up over the incline to represent a 
snow-drift. Take a small packing box: 
after filling it with goods, place on the 
sled as shown. When placing the sled on 
the incline, start it at the top and allow it 
to slide down until it reaches the position 
shown. In this way the runners will make 



marks in the "snow," producing a more 
natural effect. 

Each of the trees is decorated with a 
number of tags of the Christmas variety, 
that is, having borders of holly or similar 
decorations. On these tags are shown the 
name and description of such articles as 
are featured at this season. 

In the sled made to appear coasting with 
its load of appetizing foods down a gentle 
incline are the articles in the real that the 
tags on the tree tell about. This plan can 
be worked out in greater detail if it is de- 
sired to use bright-colored baby ribbons to 
connect the message on the tags with the 
actual goods in the sled. 



The Revolving Christmas Tree Feature 



During the holiday season the man who 
has something mechanical to show in his 
window has the advantage in attracting the 
Christmas trade. With no mechanical 
trains to exhibit, and while the windows, 
as a genera] thing, can be made live enough, 
it must be admitted that something moving 
in a window attracts more than anything 
else will. 

In the sketch shown on this page a plan 



of arrangement of a mechanical display is 
outlined. The plan is unique, because while 
of a mechanical nature, its principal object 
is to attract attention to the display of fine 
goods to be shown rather than detract in- 
terest from the display of goods for sale, 
as many other mechanical displays have 
been found to do. It must be remembered 
that while the efforts at window decoration 
are principally to attract and please trade, 



108 



the display is an advertisement that should 
show returns for the amount of time, and 
expenditure for decorations, put into it. 

A study of the sketch will reveal that the 
object of the device is to obtain a slow re- 
volving motion for the display stands at 
each side of the window. The motive power 
shown in the two containers typifies slow 
action, which in this case is especially de- 
sirable. 

The following description and instructions 
for placing will give the necessary infor- 
mation to get the desired results out of this 
inexpensive mechanical display, opportune 
for introducing a Christmas display, yet 
appropriate and adaptable for displays at 
many other times during the year. 

A frame of wood of good heavy material 
is first made, in which is placed a shaft and 



the weight placed upon the sand again. It 
works on the same principle as an hour 
glass; however, care must be exercised in 
securing good, clear sand, thoroughly dry 
and free from lumps, otherwise the opening 
is apt to clog and stop the display. 

Motor No. 2 shows a similar arrange- 
ment which will answer in moving a dis- 
play of this character. It is described as 
follows: A tank or barrel is filled with 
water in which floats a heavy wood block. 
The water drains through a faucet into 
the outlet or it can be led into another bar- 
rel and the water used again. The weight 
or block should be connected with the cord 
and floated in the barrel as illustrated. As 
the water slowly drips out, the wood weight 
falls with it, drawing the cord and slowly 
turning the stands. 



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EC 



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EE 



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BE 



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SI 



SI 



W'^c>o W FkOOH 



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a pulley (see Figs. 2 and 3). This shaft 
should rest in a disk marked Fig. 4. At the 
top of the shaft the platforms are built. 
Now a cord is run once around each wood- 
en wheel at 3. and then over a small pulley 
at each end. At this point, both ends of 
the cord drop into the basement through a 
small hole bored through the window floor. 
One end of this rope is connected with a 
small weight (a light window-sash weight 
will answer) to hold it taut; the other end 
is connected to a heavy weight which rests 
on the motor. 

The sand motor can be made of a large 
coffee drum with a partition in the middle 
through which a small hole is bored to regu- 
late the flow of sand. The size of this 
opening regulates the speed of the motor. 
The drum should have a lid for each end, 
so that when the sand has passed from one 
compartment to the other, the weight can 
be lifted out and the barrel reversed and 



In displaying merchandise with this 
scheme, the framework and mechanical ar- 
rangement should be hidden as much as 
possible by placing merchandise around the 
base of the stands and hiding as much as 
possible all moving parts. 

The two stands at each side of the win- 
dow have enough display space for a com- 
plete trimming with the fancy groceries. 

A decorated Christmas tree is shown 
placed on the center stand, and this, to- 
gether with the two outer stands, revolves 
slowly to the delight of the customers pass- 
ing the store. 

This plan has many points in its favor. 
While elaborate in effect as a display fea- 
ture, it is not difficult of arrangement nor 
is it expensive in the matter of outlay for 
material. Its mechanism is such that, be- 
ing of no delicate construction, it will not 
get out of order, and the device can be used 
many times with no added expense. 



109 




The old custom of hanging the Christmas 
stocking at the fireplace furnishes a good 
idea for a Christmas window display. The 
fireplace as shown in this sketch is easily 
constructed of cartons with a white painted 
board running across the top to serve the 
purpose of a mantel. The tiled hearth con- 
sists of raisin or currant cartons, or com- 
bination of the two. The arch of the fire- 
place is made by placing cartons on a light 
board which has been bent to form the 
arch. 

In decorating the Christmas tree, many 
of the presents shown in the sketch can be 
represented by dummy packages wrapped 
and tied with ribbons, or package candy, 
which many grocers carry for the holiday 
trade, may be featured. If the store carries 
a general line, there will be no difficulty in 
getting enough articles to feature in con- 
nection with the tree. 

Two Christmas stockings, one at either 
side of the fireplace, are filled to overflow- 
ing with fruits, nuts, and toys, and at either 
side of the mantel is a wreath of holly. 

This constitutes the central feature of the 
window. The balance of the space is occu- 
pied by articles for the Christmas dinner. 
On the right is a barrel of fine cranberries 
lying on its side with the contents partly 
emptied on the floor. A card may be in- 
troduced showing the price. A few jars of 
jellies and preserves will also be effective. 



On the opposite side are cartons with win- 
dow fronts, showing some tasty eating 
raisins. Little groups of fruit, candies, 
cakes, etc., are neatly arranged in various 
shapes about the floor. 

This window will make a beautiful eve- 
ning attraction by placing lights back of 
red tissue paper in the fireplace, care always 
being taken to run no risks of fire. The 
tree is illuminated by small electric lights 
of various colors. 

Santa Claus is again the central figure in 
the next window arrangement. 

The huge wreath within which the figure 
stands is of holly and is tied with a large 
ribbon in a neat bow. If the holly is not 
to be had, evergreens will answer as a good 
substitute, and the bow at the top may be 
made of crepe paper. In the hands of Santa 
Claus is a streamer on which appears a 
"Merry Christmas" greeting. 

Candies, nuts, and fruits constitute the 
principal articles featured in the display. 
Across the front of the window are several 
large selected grapefruit. In the back- 
ground are placed seasonable carton goods 
and dried fruits, bottles of olive oil, and 
such other items as play an important part 
in the Christmas dinner. 

Care should be taken that the window is 
absolutely clean for the Christmas display. 
Goods used in the decoration must be fresh 
and neat in appearance. The fruits es- 
pecially must be watched closely, and any 
but the best taken out immediately. The 
apples are well polished and present an 
appetizing appearance. 



no 




In this window sketch comparatively 
little prominence is given to foods. Rath- 
er, emphasis is laid upon subjects that are 
in keeping with the season. 

Naturally old Santa Claus is again the 
central figure in the first cut display. He 
is the one great indispensable feature of 
the Christmas season. To represent this 
figure we have again called on the toy 
shop for a figure of the proper size. If a 
real Santa doll cannot be found it may be 
necessary to get a doll dressed for the oc- 
casion. 

The belfry is constructed of cartons as 
indicated in the sketch and the bell is ad- 



mirably represented by a large-sized paper 
Christmas bell. 

In the right side of this window is a 
miniature Christmas church scene with the 
Winter trimmings, using cotton or other 
good substitutes for snow. This "snow" 
covers roof, ground, and hangs about on 
the pine trees. The church, if not obtain- 
able in the toy department, may be con- 
structed from cardboard with the windows 
and doors represented by ink drawings. 
The trees are from the toy department, 
or, better, branches of pines can be used. 

On the opposite side of the window are 
arranged nuts, oranges, raisins, and other 
seasonable goods that are bought for 
Christmas. 




in 



A "Back to the Regular Fare" Window 




Here's a "HEALTH" window for an 
after-holiday trade stimulator. A getting 
back into the regular groove of every-day 
needs is the idea of this window, and it can 
be used to display a variety of your best 
goods. 

The pedestals in the four corners are ar- 
ranged by using as the center an empty 
box around which the cartons or cans are 
placed. To produce the top stone or layer, 
take a quarter-inch board or heavy fiber 
board, if the goods to be placed on top 
are not too heavy. Cut this wood or fiber 
board to a size several inches wider and 
deeper than the outside of the crop of the 
pedestal and place on top with an even 
margin on all sides to permit the top layer 
to extend over from one and one-half to two 
inches. 

The entire window is laid along simple 
lines and is designed as a direct contrast 



both in the nature of goods offered as well 
as in arrangement with the holiday 
windows. 

The walk is laid out by means of making 
a border of cartons and cans. The walk 
itself is represented in no mean way by 
placing brown paper, preferably sugar paper, 
to imitate gravel or dirt. Green crepe 
paper for the plots hedged in by the cartons 
defining the walk can be used, or common 
tissue paper cut into fine strips and scat- 
tered around sufficiently to cover the floor 
of the window. 

A perspective must be made in the pla- 
cing of the cartons laying out the walk, and 
at the farthest end of the walk a sunburst, 
easily made by fastening empty cartons to 
a wood barrel hoop cut in half and the hoop 
itself covered with paper, which may be 
lettered as shown in the drawing. 



112 



[Clock Idea and How to [Make It [Work 




&£ 



i r 



When the holiday spurt is over and the 
imme'diate task confronting every one of us 
is getting the most out of January busi- 
ness the window display plans must be 
attuned to the nature of present order of 
business, which once again settles back to 
the steady hum of filling the every-day or- 
der. 

The window plan is a reproduction of a 
large clock face for the feature. It calls 
for a big object and after being completed 
many pertinent phrases can be constructed 
to connect up the feature with the sales 
talk. 

The face of the clock should be as large 
as the proportions of the window will per- 
mit ; it should of course be white and may 
be constructed according to the whim of 
the window trimmer. Probably as con- 
venient a method of preparing the face is 
to cross two pieces of 1x2 inch lumber of 
a length dominated by the desired width of 
the clock's face. A thin strip bent to 
form a circle is placed around this. If not 
too large the steel tire of a buggy wheel 
may be used and the cross pieces cut to 
a length to fit into the tire. 

Over this framework a sheet of white 
canvas js stretched, when the help of the 
sign painter will probably have to be se- 



cured. The hands of the clock's face can 
be made out of cardboard, half or even 
quarter inch lumber or heavy tin. Cutting 
them to represent hands will not be diffi- 
cult if a sharp knife or a pair of tinner's 
snips is handy. The hands painted black 
with either gold or white decoration and 
with the numerals properly spaced to 
mark the hours on the face will about 
complete the feature. 

When it comes to a matter of contest 
for effect, still life vs. action in a window, 
the window with action in it usually gets 
the decision. A water motor in the base- 
ment for a small toy, with a belt over the 
pulley fastened to the shaft to which the 
hands are fastened, constitutes one method 
of getting that action. One hand may be 
placed on a short length of pipe and the 
other on a shaft turning slower in that pipe. 
Let them spin around and put up a sign, 

"Time's flying, better get your now." 

Last summer's electric fan can again be 
brought into play, only the matter of 
proper gearing must be thought out so 
that the hands will not perform too rap- 
idly around the face. 

If the size of the window permits, the 
face of the clock should be large and 
prominent. Let it dominate the entire dis- 
play by its prominence. 



13 



The Tower Window and How to Build It 




The tower window is laid out in beauty 
curves and is designed to appeal on the 
strength of sheer attractiveness — its good 
looks. 

The tower occupies the center of the 
window and the exact center must be lo- 
cated. This point need not be in the center 
from front to back, but must be in the 
middle of the window from right to left. 
When the exact spot has been located a 
small nail is driven partly into the floor. 

The measurements made from this center 
depend of course upon the size of the win- 
dow to be trimmed. The nail driven into 
the center is to enable you to get the out- 
line of the circles, to be formed by the dis- 
plays, correct and true. By the aid of a 
piece of string fastened to the nail and a 
piece of chalk at the other end the curves 
are easily made and guide lines established. 



After these guide lines have been drawn, 
the nail in the center of the window is re- 
moved and the work of building the tower 
commenced. The height of the tower being 
governed by the height of the window no 
prescribed height need be given. To avoid 
in any case the necessity for too many 
cartons or cans to form the base, an in- 
verted butter tub or candy pail or even a 
box is used to build upon. 

A pail will be found to be more acceptable, 
as curves are the feature of the window and 
the corners of the box might cause some 
difficulty in rounding out the outer layer 
with cartons, cans, or bottles. 

The drawing shows how the pyramid is 
broken into at the front, making a pleasing 
interruption in the long lines of cartons 
that circle about the lone flag-bedecked 
bottle set at the apex of the tower. 



114 



A Decorative Window of Fancy Groceries 




This window plan has for its aim a purely 
decorative effect. The seasonable goods are 
called upon for this display and such 
bottled, carton, and tinned goods as Mar- 
aschino Cherries, Hawaiian Sliced and 
Crushed Pineapple, Queen Olives, Imported 
Sardines, Tarragon or Malt Vinegars, Salad 
Dressing, Imported French Vegetables and 
Canned Meats, etc. ; in fact, all that are 
seasonsable, profitable, and "displayable," 
will help make this window attractive. 

In the back of the window, cartons can 
be built up in masonry style and a vase of 
flowers set on the top center carton as well 
as on the cartons piled up in each of the 
corners. 

Fresh fruits can be introduced into this 
window. A double curved line of fruit and 
cans is intersected by a line of preserve 
jars. In the inner curves of the line a large 
carton is partly encircled with smaller ones 
and on top of the large carton is another 
smaller one which is topped off with a 
bottle of olive oil, salad dressing or Mar- 
aschino cherries. 



A jar or can of apple butter or a can of 
sliced pineapple set at each forward corner 
of the window and fresh fruits are used as 
edging all around the window. 

The general attractiveness of this window 
depends to a great extent on the color 
effects brought out. This will not be found 
a difficult matter to arrange, as pleasing 
contrasts can be brought about by placing 
preserved fruits alongside of handsomely 
colored labeled cans or cartons. 

Bright red apples, deep red preserves, 
oranges, bright red Maraschino cherries, 
green creme de menthe cherries, yellow 
salad dressing, etc., will make possible ex- 
cellent color schemes. 

That these must be harmoniously blended 
is a caution that is not out of place here. If 
it is not borne in mind, the whole appear- 
ance of the window will be spoiled and all 
efforts and time put into it will count for 
naught. 

So let there be harmonious contrast. 



US 



A Simple Carton and Bottled Goods Window 




It is a good idea to have "on hand" a 
series of windows of the type shown on 
this page, a carton and bottle arrangement, 
several varieties of which are shown on 
other pages from time to time. To establish 
a reputation for your window, change the 
display frequently. 

The plan is simple from the standpoint 
of arrangement, and then again because of 
the fact that the quantity of goods dis- 
played is small. The window space is well 
utilized, while but little merchandise is 
needed, consequently requiring little time. 

The upright supports of the center group, 
as the drawing will indicate, are built up of 
cartons which are laid on a thin board to 
sustain the weight of this row of cartons. 
This group is topped off and relieved of 
it bleakness by a sprinkling of small bottles 
of fancy goods. 

The seasonable items in these goods should 
be used. Small bottles of pickles, fancy 
jellies, marmalades, salad dressings, oils, 
and even small sifter top bottles or tins of 



fancy spices may be used to grace the top 
of this group. 

At either side of this group is a pyramid 
of cartons made to graduate from the larger 
sizes at the bottom to the smaller cartons 
at the top. In this case again the exposed 
tops of the different cartons are topped off 
with stnall glass packages of different kinds 
of fancy eatables. 

With the three groups arranged on the 
plan described,, the effect of the display so 
far would be too much of a vertical and 
a horizontal construction. To relieve the 
straight line appearance, an arch of small 
cartons is worked into the larger group 
spanning the base of the two upright sup- 
ports of the top row of cartons. 

A clean cut display will be the result if 
the plans in the drawing are followed. The 
floor space is relieved of any barrenness 
that may result, by the placing of small 
groups of bottled goods, as the drawing 
shows. 



116 



A Shelf Arrangement for "Stock Idea" 




The drawing herewith, outlining one 
simple window plan, is one of the kind that 
is good to keep in reserve. When there 
appears nothing appropriate for a display, 
when everything is of a sameness, use this 
lay-out. 

The arrangement is of the shelf variety 
and where rear and side partitions are in- 
stalled will carry a display of fancy goods 
to good advantage. Many merchants or 
their trimmers have found it very practical 
to arrange the sidewalls as well as the rear 
partition in such a manner that the shelves 
can easily be slipped into place and as 
readily removed. Much is possible with a 
window of this style, and the drawing fairly 
depicts the effect that can be produced. 

The man who has the windows in charge 
will do well to add to his "stock," the group 
of simple little shelves shown containing the 
displays. It is not always desirable to 
fasten the shelves to the window partitions 
or walls, so by a means of screw-eyes and 
pins to fit snugly into them the display fix- 
tures are put in in a jiffy. Therefore this 
sort of window may well be regarded as a 



stock window. The plan as well as the 
display stands are stock ideas, .and make a 
card that can be kept for emergencies. The 
shelving should be well made, though not 
necessarily of a fancy finish. In most dis- 
plays they will be covered with clean manila 
paper, and the finish of the wood is im- 
material. 

When the goods to be displayed are 
brought into the window, care should be 
taken to arrange the various articles taste- 
fully and the groups so placed that a pretty 
picture is created. Too frequently a window 
is spoiled by overcrowding. That's bad, 
because it throws the whole plan out of gear 
so far as appearances are concerned, and 
in the case of a window display appearances 
are everything. 

In placing the shelving, this same caution 
must be observed. Notice the happy dis- 
position of the groups of goods shown in 
the drawing. 

For a "stock idea" this fancy groceries' 
window is a good card to have up your 
sleeve. 



ii7 



"Steppes and Pyramid" Display Window 




The window with a special feature, 
wherein every effort at clever arrange- 
ment and attractiveness is concentrated on 
one item or class of items, is the strongest 
kind and more readily productive of good 
results than any other. 

Take any article in the store, and, if it 
has a whit of merit, a special feature of 
it in the window will go far towards put- 
ting it in the front row of popularity with 
your trade. 

Yet, as a window must be changed fre- 
quently, preferably at regular intervals, 
and special features are not always con- 
venient to arrange, a purely decorative 
window is in order and the thing to use 
for a change. 

So this is "a decorative window plan." 
The principal points are the steplike ar- 
rangement of shelves on each side, the 
pyramid in the center, and again the 
swinging platforms are suspended from 
the ceiling. 



The usual caution should be observed 
with this decorative window. Don't pile it 
too full of goods. A crowded window 
kills the effect that the window itself is 
there to bring out. 

As the drawing will indicate, the center 
and support of the pyramid is built up of 
larger cartons with a platform half way 
up on which some bottled goods can be 
shown. 

Leaning against the top of each side of 
this pile is a half-inch board covered with 
paper, forming two of the visible sides of 
the pyramid. On this cartons may be ar- 
ranged, as indicated, and the peak topped 
with a large container of some fancy pre- 
serves, jams, or apple-butter. 

A variation of this arrangement can be 
brought about by making a complete pyra- 
mid set square so as to show the front 
side or giving it a slight turn showing two 
sides toward the front. 



118 



The Brightest Window on the Street 




^7 



.— ^ 



This window is laid out low and long on 
the ground, one of those "low, rakish craft'' 
that are built to get there. This is an epicu- 
rean window. 

There are any number of people who 
will stand long and earnestly before a win- 
dow that is arranged along appetizing lines, 
and what is more appetizing than a spar- 
klingly clear display of high-grade groceries? 
The basic principle of this window is neat- 
ness. 

Make it an immaculate display of some 
of each of the very finest, high-class grocer- 
ies in your stock. One exclusively of 
bottled goods would make a tasty window, 
although an assortment of fancy labeled 
canned and carton goods together with the 
bottles will bring out the desired effect. 



But — the bottles must glisten and the 
labels be spotless. Such of your flooring 
as is exposed must conform and be in 
perfect harmony with the rest of the win- 
dow. So brighten that up first. 

Place a mirror on each end of your win- 
dow, one about three feet high and extend- 
ing from front to back. The rear wall of 
your window should also be mirrored to 
the same height, although if not practical 
this feature can be omitted, but the end 
mirrors should by all means be in place as 
they will greatly enhance the appearance 
and will improve the general effect. 

Now, altogether, let's brighten up. If 
the winter has been a long and hard one, 
begin by making the spring windows the 
brightest spot in grocerydom in your town. 




ig 



The "Right of Way" to the Consumers' Trade 




STOP! LOOK! LISTEN ! is the message 
of this window. This window is of such a 
nature that it will attract the prospective 
buyer and contains suggestions which will 
inspire a desire to buy. 

The above illustration suggests a rather 
unique idea for a window display. The lo- 
comotive is a cut-out and is mounted on a 
light frame and lettered by the show card 
writer. The vacant space below the word 
''Happiness" in the locomotive cut-out may 
be utilized by the individual window trim- 
mer as he sees fit. 

Spaghetti or macaroni cartons will serve 
the purpose of a railroad track or stick cin- 
namon in cartons may be used to good ad- 
vantage at this season of the year and suit- 
able ties may be constructed from the same 
material. The semaphore at the right of 
the track is constructed of canned goods. 
The arms are pasteboard cut-outs and are 
attached as indicated. If necessary a thin 
narrow board placed at the back of the post 
may be used to act as a support and each 
can fastened with light wire or colored 



twine. Around the base of the semaphore, 
melons, apples, or any other similar shaped 
fruit are arranged in the manner in which 
stones are usually arranged about the actual 
railroad semaphore. The crossing signal at 
the opposite side of the track is similarly 
constructed. 

The roadbed may be represented by coffee 
and the fence at either side is made of 
carton and bottled goods, or canned goods 
will serve the purpose for fence posts and 
the intervening spaces serve as billboards 
on which appear announcements of such 
goods as are to be featured. The whistling 
post as shown in the sketch lends a certain 
realness to the picture. 

The smoke from the locomotive is a part 
of the cut-out and is sketched in a grayish 
color. 

The window trimmer who has plenty of 
mechanical facilities at hand may so attach 
a small electric motor that the arms of the 
semaphore work alternately up and down 
by a pulley arrangement. This action in the 
window will be found to be a strong draw- 
ing card. 



120 



A Novel Quality Argument Window 




How accurately and convincingly will 
the articles in your store carry out the 
very definition of the word quality. That 
they are worth their weight in gold can 
be used as a basis for this display. 

Right here is an opportunity for a tell- 
ing canned goods display and the "qual- 
ity" theme is appropriate. 

For, as an expert opinion in the canned 
goods field puts it, "the canning factory 
places the vegetable garden, the fruit or- 
chard, and the berry field at the door of 
every household in the land," and prices' 
in the store's line of canned goods will 
bear out this statement. 

In constructing the balance shown in the 
cut use a wooden beam and fasten it se- 
curely on the upright, as the argument to 
be conveyed is the fact that the articles 
that the foods on the "good" side of the 
scale are weighed in the balance and are 
not found wanting A sufficient amount of 
goods must be shown in the pan. By fas- 
tening the beam rigidly in the center the 
amount of goods that you can balance 



against the gold is limited only by the size 
of the pan. 

"Good as Gold" should be the legend 
portrayed on the beam and brought out in 
as large letters as possible. 

The canned goods are to be placed on 
the "good" side of the scale and the gold 
on the side where this word appears on the 
beam. In place of nuggets a very satis- 
factory substitute will be found in the 
form of gilded rocks. These must be 
properly gilded, otherwise much of the 
value of this display will be lost. 

The display in the drawing features car- 
ton and bottle goods. The quality window 
should bring out the fact that those goods 
are "as good as gold." Use as the basis 
for the pyramid in each corner a number 
two canned goods case covered with either 
white or colored paper and use the front 
of it as a display card. 

On one of these surfaces tell the cus- 
tomers that "the canneries bring into 
their kitchens during the winter months 
the vegetable garden they relish so much 
during the Summer months." 



121 



A Revolving Display Shelf Feature 




This is rather a unique and an attract- 
ive window feature as it is out of the run of 
ordinary displays. 

The design in the upper right-hand 
corner shows the construction of the turn 
wheel. The power for turning this 
wheel can be supplied by a spring, electric 
or water motor. This wheel must be made 
so as to turn very slowly. To accomplish 
this you can regulate the speed by the size 
of the sprocket marked "A" ; the larger it 
is the slower the wheel will turn. Axle 
"B" turns with the sprocket and by so 
doing the power is distributed equally to 
both sides of the wheel. 



The shelves are made to hang level and 
in a horizontal position, no matter at what 
point in the revolution, as is shown in the 
construction of the wheel in the detailed 
design. 

The goods displayed are kept in their 
class as much as possible — that is, one 
shelf contains canned goods, another 
fruits, etc. 

If this plan is well executed, it will stop 
the busiest man in town long enough to 
see the line of goods displayed on the 
slowly moving shelves. 

Keep the display free from dust and the 
glass clean. 




Panama Canal as a Window Feature 






.ii ii in' f 



■b m m m j ps p pb m ■ 

IHLlMiiMiiJffl 







The Panama Canal, being one of the great- 
est engineering feats of the age, is the talk 
of the world and furnishes an excellent sug- 
gestion for a window display. Although 
other interesting features of this subject 
may be used in the display, a lock of the 
canal in miniature is shown here with ships 
traveling in both directions. 

If the window is too large for using or- 
dinary dripping pans for the water contain- 
ers, the nearest tinner will make at small 
expense two long, shallow pans which will 
hold water. The two should be of sufficient 
length to reach across the window in which 
the display is made. As will be noted in the 
sketch, one pan or section of the canal is 
placed on a higher level than the other, 
which furnishes the lock appearance. 

In case the trimmer does not wish to go 
to the expense of having the water contain- 
ers made, mirrors will serve very nicely as 
water, although he may have some difficult} 
in securing mirrors of the proper length and 
width. 

About the lock tropical conditions pre- 



vail. The floor of the window is covered 
with sand depicting an uneven stretch of 
country spotted with imitation tropical vege- 
tation. Green paper cut to represent palm 
leaves and pasted to slender sticks or lead 
pencils make suitable palm trees. 

The train in the foreground is a feature 
which is optional with the individual trim- 
mer. However, it is a fact that the great 
artificial waterway is paralleled by a railroad 
so that its presence is absolutely in keeping 
with the scene. The items needed for this 
part of the display, as well as the boats, can 
easily be procured. 

It will be remembered that the plans for 
the canal include fortifications. Soldiers 
with cannon stand guard over the lock from 
their lofty fort, constructed of cartons. 
American flags are much in evidence 
throughout the display. 

A touch of life, which will increase the 
interest in the window, can be had by stock- 
ing the canal with goldfish. The shallow- 
ness of the water containers permits of the 
fish to be seen easily from the sidewalk. 



The "Locomotive in the Window" Feature 




Yjuf^*^-**-, 




Here is a variation and an adaptation to 
the grocery window of the old locomotive 
display feature which won comment and 
pulled business for the hardware man who 
first adopted the plan a good many years ago. 

The drawing represents the locomotive 
emerging from a tunnel. The idea is, of 
course, to construct the feature as nearly 
as possible out of materials made up of 
grocery items. Lack of a proper food con- 
tainer of the proportions of the boiler of the 
engine will probably necessitate the use of a 
length of stovepipe properly covered, for 
that portion of the feature. 

Heavy cardboard bent to conform to the 
shape of the boiler will also answer. The 
smoke stack, if made to resemble the pres- 
ent heavy type of high-power locomotive 
with the short smoke stack, can be repro- 
duced by a squat can and capped with a can 
with sloping sides such as contain potted 
chicken, plum pudding, etc. 

A bunch of mineral wool shaped into the 
proper form to resemble smoke is glued to 
the top of the can. The wool may be re- 
inforced with fine wire to make it stand 
erect. The bell, safety valve, etc., can also 
be worked out by means of smaller cans and 
cartons or fashioned out of cardboard. 

In order to make the entire feature rigid, 
a half-inch board cut to the desired width 



and long enough to support the locomotive 
boiler, cab, and tender, is used. The cab is 
made of cartons and here as usual dummies 
are desirable because of greater convenience 
in placing. Then, too, they can more readily 
be glued together. 

The wheels of the locomotive and tender 
are made of can lids. For the drive wheels, 
lids from friction-top cans will reproduce to 
best effect the flanged wheel. For the 
smaller wheels, the same kind of lids are 
used. Difficulty may be experienced in se- 
curing a lid small enough, but those used on 
sample cans of some products packed in fric- 
tion-top tins, if procurable, will fill the bill 
satisfactorily. 

Placed in front of the smokestack is the 
usual headlight which may also be a com- 
bination of carton and can lid. A small in- 
candescent light borrowed from the Christ- 
mas tree outfit, placed so as to light the 
track after dark, will make the display ef- 
fective at night. 

The arch method of placing cartons is 
used for making the tunnel which backs up 
against the side of the window. Flat cartons 
for the ties and macaroni or spaghetti car- 
tons for the tracks ought to help make the 
grocery "flyer" realistic. A semaphore with 
the upright made of more cartons, large ones 



124 



A "Start to Finish" Summer Window 




WATCH THE WMEAT 6£0W 

HEADQUARTERS FOR. THE BEST FLOUR, 











DJU 



Z 



\ 



Here is a pastoral idea for a window that 
present weather conditions will help to make 
a success. 

The plan, in brief, is to show in the win- 
dow the different stages of flour from start 
to finish. From the growing wheat to the 
milled grain in sacks, cartons, and barrels is 
the theme of the display. It is one of those 
irrigated farms, the rapid development of 
which will be apparent to every passer-by. 

At the front of the window, the plan in 
the drawing provides for a small farm where 
wheat has been sown. The farm buildings 
are shown in the background of the field of 
growing wheat and at the rear and sides 
of the window a display of the store's flour 
in the different packages is arranged. 

A galvanized tray to hold the wheat field 
will be found to answer the requirements to 
best advantage, although a box constructed 
of wood will answer if made as near water- 
tight as possible. The real thing in soil, rich 
black loam, for this indoor irrigated farm is 
necessary for good results. This crop must 
be an early one, and the wheat sowed thickly 
to produce both quick results, and then when 



the crop shoots commence to show, there 
must be plenty of them. Fence the whole 
farm in as shown in the drawing and place 
along the fence at the rear a series of twigs 
that have a heavy foliage in a manner to 
represent a hedge and the scenic effect is 
complete. 

The display of wheat goods to be shown 
in this window need not necessarily be con- 
fined to flour, but breakfast foods having 
wheat as a basis can be brought in to good 
advantage. 

This is one of that kind of displays that 
is apt to tax the skill of the man trimming 
the window, and make him feel inclined to 
pass it up because of the apparent invest- 
ment of labor necessary to secure the proper 
effect. 

That's a mistake. If prepared with a deter- 
mination to go the other fellow one better 
or to beat the store's own record for ad- 
vertising effect and business-bringing win- 
dows, it will pay big because it is bound to 
create that favorable comment that is hard 
to gauge as to value in dollars and cents for 
the store producing it. 



125 



A "Build Your Air Castles with Our Goods" Idea 




"Air-castle building," making plans for 
what we will do "when our ship comes in," 
is a harmless pastime indulged in by every- 
one at some time or other. 

"Build your castles in the air out of our 
goods," is the sign to go into this window. 
It is a fantastic arrangement of the staples 
in cartons as a part of the grocery stock. 
The base, or foundation for the castle, is a 
box deep enough to raise the whole well up 
from the floor of the window. 

To reproduce the castle effect shown in 
the drawing, a variety of sized cartons will 
be required. Then, too, the effect desired is 
to make the argument carried in the window 
cover as completely as possible the entire 
line in the store. The front yard to the castle 
is represented in the drawing as a rocky 
stretch, and here cartons can be placed ap- 
parently in a careless manner. Here, too, 
various sizes of canned goods can be used. 
They should be laid on the sides so that the 
labels show. A good color scheme should 
be worked out with the different labels. 



A protecting wall of cartons encircles the 
entire base of the castle, and for economy 
of actual goods used the space between the 
wall and the castle can be given a false 
bottom. The remainder of the display admits 
of a decorative feature and the plan in the 
drawing may easily be followed out. The 
manner of describing the arches on either 
side has been described on these pages be- 
fore. 

Here, as in many other displays, the aid 
of the manufacturers can be secured to 
provide the necessary dummies. In the con- 
struction of the arches or bridges at each 
side, as even in the building of the castle 
itself, dummies would probably answer the 
purpose to better advantage. 

In the event dummies are used in building 
the castle, the placing of the cartons on one 
another may be given more stability by 
bringing the glue pot into play. 

Some small fancy bottled goods as a trim- 
ming for the whole will be found desirable. 



126 



A [Fancy Goods Window with a Feature to It 




"Let us chute a barrel of apples into 
your cellar." 

The meat in this story, the life of the 
window, is in this display brought in in 
a simple but effective manner. It is one 
thing to arrange an attractive window, 
one that has architectural beauty and pulls 
on the strength of that attractiveness alone, 
and quite another thing to bring real life 
into it by a happy phrase, illustrated. 

The latter effect has been accomplished 
in the sketch shown herewith. It is the 
means of securing for a tasty .window dis- 
play a real stimulus, a pulling power that 
all window trimmers strive for. 

The window arrangement again demon- 
strates the value of that space known in 
advertising as "white" space. The display 
does not take up every square inch of the 
window. The display of carton, bottled 
and canned goods is arranged in such a 
manner as to form an index to what the 
store contains, and that is exactly what a 
window should do except in such cases 
where an entire supply of some item is to 
be run out at a special price. In the case 
of fresh vegetables an exception to that 
rule is also established. 



But for fancy goods an appeal by sug- 
gestion must be made, and the window 
shown on this page is of that type. It has 
the added feature already referred to. 
This feature is simply a barrel of select 
apples placed in the window in a position 
resembling a cannon or mortar, out of 
which the apples are brought into the win- 
dow by means of a chute pouring out the 
fancy fruit in a highly attractive manner. 

The construction of this feature is 
simple and one which will work in with 
practically any display or arrangement. 
The tilted barrel rests partly upon an axis 
which has the appearance from the front 
of the window as being supported by the 
piles of cartons at either side. The axis 
so used is simply made of two pieces of 
wood, for which a broom handle is espe- 
cially adapted. Because of the weight rest- 
ing upon this axis it will be necessary to 
erect behind the cartons displayed at the 
front two wooden supports fastened to the 
floor, permitting the axis to extend beyond 
the cartons, as shown in the drawing. 

At the bottom of the barrel a wooden 
box should be placed, which can be hidden 
also by cartons at the front. The rest 
is easy. A wall of cartons and bottles 
extend around the outer circumference of 
the window and small cans of fancy good< 
help out the general effect. 



127 



A "Fountain Head of Groceries" Plan 




The fountain is "the feature" in this 
plan and a few carton and bulk goods can 
be used to help fill out the picture to con- 
nect the fountain with the grocery store. 

The completeness of the picture depends 
of course on the amount of effort put into 
the display. One method is to use a cir- 
cular pan of one-foot depth and three-foot 
diameter rilled with water. This pan re- 
quires only a small outlay and the water is 
necessary for the manner in which the 
fountain is arranged. 

Whether water or glass is used in the 
basin, the construction of the balance of 
the fountain is arranged in practically the 
same manner. If water is eliminated en- 
tirely, the center is built up with empty 
boxes reaching up to within a foot of the 
fountain head, and these boxes are built 
around with such groceries as will best 
bring out the desired effect of a fountain. 



Small sacks are adaptable in many places 
where cartons or cans will not answer. 

To create the effect of the spray of 
water, as shown in the drawing, a brass 
garden sprinkler can be used, and this is 
fastened to the end of a piece of gas pipe, 
which is inserted in a flat piece of wood to 
hold it firmly in an upright position. 

To form the curves in the spray of 
water, wire is use and inserted in the 
holes of the sprinkler and bent, each to the 
proper drop. At intervals of an inch or 
an inch and a half pop-corn is fastened to 
the wire to represent the drops or spray, 
and as the distance from the fountain in- 
creases the grains should be placed grad- 
ually farther apart. 

After the bend has been described, 
thread should be fastened to the end of 
the wires for the drop and the same 
method of representation of water fol- 
lowed as with the wire. 



128 



A "Look Around Our Window" Arrangement 




Here is a window feature that will attract 
the curious and satisfy their curiosity. It 
is a mechanical window without the usual 
difficulty of arranging a window of that 
kind. 

The plan is to show the gazer peering into 
either one of the openings at the sides of 
the window the picture of the man, woman 
or child looking into the other opening. The 
"machinery" is hidden by a carefully ar- 
ranged display of carton, bottled or canned 
goods in the center. This display occupies 
the window with only enough space at the 
side and rear to permit the tube to run from 
the opening at one side of front of the win- 
dow to the rear of the window and then to- 
wards the front of the other opening. 

The openings shown in the drawing are 
made of heavy cardboard, or even- heavy 
paper will answer the purpose. In these 
circular pieces are cut either round or square 
openings. 

The construction of the mechanical fea- 
ture of the scheme is simple and the plan 
for arranging it consists primarily of the 
following points : From each of the two 
front openings a square tube twelve inches 



wide, or lengths of furnace pipe, extend 
to the rear of the window ; a turn at right 
angles here, and then a tube of the same 
dimensions connects the two tubes extend- 
ing from the opening squares at the front of 
the window. 

These tubes may be made of the light- 
est sort of material, such as fibre board, and 
only of sufficient strength to hold together 
unless the feature is to be used from time 
to time. This tube should be light proof. 

At each of the two rear turns is placed a 
mirror. These mirrors must first be of suf- 
ficient size and then clean. If set in at 
angles of forty-five degrees and the for- 
ward tubes on each side are at right angles 
with the rear tube the plan should work 
admirably. 

The base of each of the tubes must be 
absolutely level, and it is as important that 
this be observed as it is that the tubes con- 
nect at right angles, the mirrors be placed 
at forty-five degrees and large enough to 
carry the image from one side to the other. 
A "square" and a "level" will come in handy 
in the construction of this feature to produce 
the desired result. 



129 



Novel Feature for an Olive Arrangement 




There is no doubt that the unique win- 
dow attracts the passers-by. Granted, 
then, that such is the case, the next question 
is to contrive a feature that is unique, yet 
easy to prepare. 

Here is a suggestion for an olive window. 
Efforts to increase olive sales in bottles or 
bulk are well worth all they cost, and the 
display plan in the drawing is a good one. 

The feature in the window is an easily 
constructed spider-web. White cotton 
clothesline for the four strands crossing at 
the center, and light cord or wire for the 
other threads in the web, are the materials 
required for the feature in this window. 
Then fastened firmly to the center is a bottle 
of your fanciest in olives. 

The method of preparing the web will sug- 
gest itself by the drawing. The web should 
be built into the space it is to occupy, rather 
than put there after having been made for 
the space. Take your white cotton clothes- 
line and run a length from the lower left- 
hand corner to the upper right-hand. Do 
the same from the other lower corner. Then 
one up and down, and one from right to 
left across the center. Tie them firmly to- 
gether at the point of crossing. Pull these 
main strands taut. 



The connecting threads of the web are 
then ready to weave into the main strand. 
Stove wire will do for this, and no tying on- 
to the clothesline will be found to be neces- 
sary. Start on any one of the heavy strands, 
and by giving one or two turns firmly around 
the line, so that it is gripped tightly, the 
web is easily woven. 

It will be necessary to give the proper 
curves to the wire, as shown in the draw- 
ing. This should, of course, be done as the 
wire is stretched from strand to strand and 
the curve of each parallel strand of wire 
followed. White paint should also be applied 
to match the white line and cord. 

The article displayed in the window is 
named in a unique placing of the bottles to 
spell the word OLIVES. The graduating 
sized bottles in which the olives come 
packed will make the following of the sug- 
gestion in the drawing also an easy matter. 
Use your little ten-centers at the front. 
Make the graduation towards the rear as 
gradual as your assortment of sizes will per- 
mit. The effect will be even better if 
colored ribbon is wound around each neck 
from bottle to bottle and then back on the 
other side so as to make a double line for 
each letter. 



130 



Plan for Featuring a Coming Election 




Centering a window display around some 
good live topic of the day, especially as big 
a question as a presidential election or a 
local mayoralty campaign, is considered 
good business. More than that, it pulls, 
and that makes it the best kind of adver- 
tising. 

The plan suggested in the drawing may 
be followed out without involving any great 
amount of labor. The floor covering may 
be reproduced by means of using cartons of 
contrasting colors. The effect secured in 
the drawing should be copied. As near as 
possible use one-colored cartons. The 
national colors should be worked into the 
entire display and for the floor a white and 
a blue or a white and a red carton should 
be used alternately to bring out the effect 
shown. 

The sides and rear of the picture may be 
decorated by a contrast scheme of red and 
white. If preferable, use cans with labels 



that will bring out the effect to best ad- 
vantage. 

The chair itself should be constructed out 
of cartons. The plan of construction sug- 
gests itself in the drawing, and the window 
trimmer will have an opportunity to test his 
skill in constructing the chair. 

The packages used will require reinforce- 
ments in the way of small narrow strips of 
wood, which should be hidden from view. 
If empty cartons are used, glue them into 
proper position. This applies as well to the 
uprights as to the cartons used horizontally. 
To secure absolutely even surfaces where 
the packages meet, they should be glued to- 
gether. Little precautions against a slip up 
here and there count big in the majority of 
cases. 

The other decorations in the window con- 
sist of a shield above and flags draped on 
each side of the chair. The shields on each 
side will add the final touch and make the 
whole ring true. 



131 



Reproducing a Fire and Flames Effect 




This is a hot display that has for its prin- 
cipal feature a fire effect. 

As a Fourth of July window arrangement 
the connection is almost immediate as it sug- 
gests to the average person one of the 
means of celebrating that day despite the 
fact that the safe and sane idea is gaining 
greater favor. 

The preparation of the window requires, 
first, that the sides and rear be covered with 
black cloth. Against this background is to 
be produced a series of flames which can be 
constructed by means of electric fans, a few 
strands of wire, and then strips of cloth to 
represent the tongues of flame. 

The best way to reproduce this effect is as 
follows: In the drawing is shown a display 
of goods at each side and rear of the win- 
dow ; and while the variety or class of goods 
may be changed, it is evident that the lay- 
out, so far as the placing of the merchandise 
is concerned, must be followed to make the 
flame effect possible. 

The displays of goods should be placed 
only as far away from the sides and rear of 
the window as will be necessary to permit 



the stringing of two or three wires ati the 
back of the displays. To these wires are 
fastened strips of tissue paper cut in the 
shape of tongues of flame of different- widths 
and lengths. These strips should be of a 
very bright red flame color, and to give 
them an added resemblance to a tongue of 
fire the bottom of each tongue should be 
given a touch of yellow at the bottom. To 
copy the effect of real flames to the best 
possible advantage, however, strips of silk 
should be employed instead of tissue paper. 
These will lend themselves admirably to the 
purpose and can be colored by means of 
water colors in a manner that will, if the 
proper care in placing the electric fans be 
observed, be a very lifelike imitation of 
dancing flames. 

To bring the red glare of fire against the 
background of the window as well as on to 
the flames themselves, several red electric 
light bulbs should be laid on the floor of the 
window behind the displays and directly be- 
low the strands of wires to which are fas- 
tened the imitation flames. A realistic glow 
will be given the entire display. 



132 



"Our Brands Given the Decision" Feature 



A FIGHT FOR. PURITY 
OUR. BRANDS HAVE WITH- 
STOOD ALL OTHERS . 




/ 



At first glance possibly the picture will 
convey the thought that the main feature 
therein is difficult of arrangement. Just a 
little bit, yes. But, spring it on Main 
street, or Front street, or Park square, and 
stand back and see the result of your en- 
deavors. 

A new, bright and clean flour sack of 
your best brand of flour — better make it a 
ninety-eight — is the body and head of the 
heavyweight. To make this stand on two 
legs is the thing that looks to be the thing 
that's next to impossible to do. It isn't 
though, as you will see. 

The flour sack should not contain flour, 
for it is not necessary nor convenient. 
Empty it. Take 2 two-by fours and in- 
sert them at the bottom of the sacks. In- 
side of the body these two strips should be 
firmly fastened together in possibly two 
places. 

The pieces used in fastening the legs to- 
gether should extend up nearly to the edge 
of the inside of the sack after the latter is 
refilled to give the body firmness when 
made to stand. 

After the bag has been made leak-proof 
at the opening made where the legs enter 



the body, which can best be brought about 
by "skinning" the bag inside out clear down 
to where the legs enter and tacking the bag 
firmly to the legs, refill it solid with saw- 
dust and smooth down the bumps, as it must 
not lose the appearance of a bag of flour. 

The arms are made of strong wooden 
supports, to which are fastened threes or 
fives in salt sacks, also refilled with a lighter 
material than salt, preferably sawdust. 

For the finishing touches of the fighter 
put a pair of shoes on his feet. As it is 
necessary to secure absolute rigidity the 
projections representing the feet should be 
fastened to the platform. 

Add the finishing touches by attaching a 
pair of boxing gloves and painting a face 
at the top of the sack and your victor is 
ready for business. 

The lad on the floor representing the 
brand or line that has been knocked out, as 
a result of "poor condition" is floored, is 
easier of arrangement. 

His pins have given way, so for that rea- 
son need support him no longer. The fig- 
ure can be constructed entirely of sacks for 
body, the inside cotton sack of a bag of 
sugar is the thing. 



133 



The Rebus Window Message Will Appeal 




We 




of 




C M @ [Groceries 



AND 




our] Q ures 1 



or] I bur goods 





More than one merchant has tried the 
candle-burning window contest, the dish of 
beans, and even the bottle full of pennies. 
Guesses were free and the features proved 
of interest to the store's patrons. 

For the sake of variety a rebus window 
ought to stir up some comments for the 
store giving the window space over to it. 
As in the case of the guessing contests men- 
tioned above, the latter will prove easy to 
arrange, yet as it has been tried less fre- 
quently than either of the other kinds, it will 
prove valuable advertising. The drawing 
will show the details of arrangement and the 
general layout, which in itself is simple. 

To get the best results, the entire rebus 
should be mounted on either one piece of 
cardboard or on a board. With a white 
background the letters and objects shown 
on the surface of this announcement the 
rebus can easily be seen and studied. In 
the drawing the sign is shown extending 
to the floor of the window with but a limited 
quantity of goods displayed on the floor. 
The effect of the feature can be considerably 



increased if the sign containing the mys- 
terious lettering and objects is placed more 
on the line of vision, thus giving a better 
opportunity to show a display of groceries 
in connection. 

The translation of the rebus in itself 
makes a complete sentence and has a mean- 
ing, but it will be noted that the last few 
words are arranged in a manner permitting 
the addition of pertinent reference to the 
article that it is desirable to push. The dis- 
play then, also laid in a manner that will 
make a direct connection with the rebus, 
will create altogether a mighty strong piece 
of advertising at practically no cost. 

The rebus as shown in the drawing when 
correctly solved reads : 

"WE SELL RELIABLE LINES OF 
FANCY AND STAPLE GROCERIES, 
AND YOU CANNOT BEAT OUR FIG- 
URES OR MATCH OUR GOODS. LET 
US OPEN YOUR EYES." 

When to this is added direct reference to 
some special article of which the window 
display is composed, the effect is excellent. 



134 



A "Paris Hat" Idea as a Window Topic 




There is a place for humor — even in the 
grocery business — and here's an opportunity 
to prove it. 

This "Paris hat" window requires no 
milliner to arrange it. The basis is a 
bushel basket — the common, ordinary 
basket of commerce. The trimmings con- 
sist of one red cabbage, or green if the 
red variety is not available; a small 
bundle of wheat or oats which the farmer 
will donate; a few strips of tissue paper 
that the ten-cent store next door will 
furnish, and any other decorations that 
chance to be handy. All the rest is easy, 
for it merely calls for the use of cartons 
and goods shown in the store. 

Of course there is call for all sorts of 
ingenuity, and if a few bunches of 
radishes or onions, a squash or two are 
added, it only will heighten the effect. 



First build up the cartons as indicated, 
choosing colors that will blend with the 
colors on the hat, if possible. Then put 
the millinery creation on the cartons, as 
shown in the sketch. The plan calls for 
a band of small cartons to take the place 
of the ordinary band about the hat, but 
tissue paper may be used if this construc- 
tion looks too difficult. The cabbage, the 
corn and wheat are fastened to the 
basket, and if the trimmer desires to take a 
little more pains, it might be well to paint 
the basket in the prevailing hat shades of 
the locality. 

Then use the sign as shown. Vary it 
if desired. Say: "Paris has Nothing on—." 
"Millinery for Fall will be Modest in 
Type." "No, madam, This Paris Creation 
is NOT for Sale, but the Goods Are." 

Tt will set people to talking. 



135 



Display Suggests School Lunch Material 




Mary had a tfttle lamb. 
Its fleece was white as snow ; 

Every where that ffary went 
<Ihp Lamb uuas surv io ya. 

iHmvHowpd her to s chooJ one day, 
vhieh well eqninst I ho ra/os. 

IJ^Sgde tlw child rvm Iducjh a net pity \ 
' <p )amh a+ rchon/. 



m\\£mfm mmiM 



"Do fit Worry ' 
Our Stock 




When it is nearly time for schools to 
open for the Fall term, a simple and inter- 
esting display featuring goods suitable for 
school lunches or school supplies is especial- 
ly appropriate. 

Such edibles as are put up in cartons as 
wafers, crackers, cakes and cookies can be 
used in the display, and preserved fruits, 
jellies, and jams, as well as pickles, are 
much in demand by school children. 

Canned meats and cold boiled ham are 
timely suggestions for those who have 
lunches to prepare. Also work in some of 
those profitable specialties. 

All these commodities work into a design 
which center about the familiar nursery 
rhyme of Mary and her lamb. The school 
house is not difficult to find, but one can 



be easily constructed from cardboard and 
the windows and doors indicated by pen 
and ink. Mary and the lamb are borrowed 
from the toy shop. The trees can be se- 
cured from the same source. 

The rhyme in the background is optional 
with the window trimmer; however, it is 
easily made and adds a certain definiteness 
to the display. The other card at the right 
serves the purpose of a suggestion that 
goods bought at this particular store make 
the preparing of lunches easy, and is a very 
important feature of the display. 

This window will attract the children es- 
pecially, but it is surprising what a number 
of grown people will be attracted by the 
same simple display, not to mention those 
whose attention is called to it by the chil- 
dren. 



136 



A Series of Nursery Rhyme Windows 



MM !| i'ljlrthl "I Mr IB" Q^-r-c-— 
1T|T|;?|Tir|T|T»riT!: 4r 




Go^r 




— r_ « ^_ 



s 




if , 



TT 



z 



\ 



Although at such seasons of the year 
when there are plenty of fresh fruits and 
vegetables to put in the grocery window, 
there are times when following such a 
course is not advisable. Or the fruit and 
vegetable window may have already been 
provided for. 

To fit cases such as these the window plan 
in the sketch is shown. The idea is taken 
from the mythical Robinson Crusoe story 
and while the picture will prove especially 
attractive to children it is surprising to note 
how many "grown-ups" will be attracted 
by the same display. "Friday" is also 
brought into the scene. His master is robed 
in the famous "coat of an old nanny goat" 
and the sign over his head is arranged 
so that Mr. Crusoe's picture word, spelling 
and drawing "My Goat" in one operation, is 
shown. 

The scene is a tropical one in accordance 
with the story and depicts the hero together 
with his companion in the middle of an 
isolated island. 



There are two ways in which the island 
can be represented. The water may be 
placed in a tank in the window with a quan- 
tity of sand in the center, making a real is- 
land, or a large mirror laid flat in the win- 
dow may be made to play the part of the 
water, while a dark, irregular piece of cloth 
will answer the purpose of the island. 

The two figures, of course, will come 
from the toy table of the novelty store. 
The hut can be easily made from moss or 
a piece of cloth and the palm trees consist 
of leaves cut from green paper glued to 
slender sticks of the proper length. The 
canoe, if not found at the toy shop, can be 
whittled from a chip of wood or made of 
cardboard. The chest is represented by a 
small block of wood marked to appear like 
a trunk. 

Around the picture proper and acting as 
a border, cartons containing such food as 
are especially appropriate at this time of 
year are arranged. A breakfast food sale 
can be featured very nicely by using the 
cartons for the outline of this window. 



37 



The Jack and Jill Episode Reproduced 



JACK^JlLL 

WENT III' I Hi 



\EIW~ 



W7777 K\TT777 |W77£ 




Here is a window that is simple of con- 
struction and one that will amuse and in- 
terest the passer-by. The general idea is 
based on the same principle that can be used 
as the foundation for a series of nursery 
rhyme displays. This one depicts the ex- 
perience of the nursery favorites, Jack and 
Jill. 

A mound of sand is first placed in the 
window or if the window dresser has at 
his command several bags of rice, these 
may be emptied over a false base for the 
hill. This gives the display a larger ap- 
pearance. At the top of the "hill" is an old- 
fashioned open well which may be crudely 
constructed from such materials as are 
readily obtainable about the grocery store. 
The figures are represented by two large 
sized dolls dressed for the occasion. The 
small water bucket will be found in the toy 
department, if yours is a general store, or 
at the toy store. Note the positions of 
the figures : Jack in a complete "header," 
and Jill standing back in surprise. 

This is the stage setting. The two dolls 
are the actors; the wings and scenery are 
made of merchandise taken from the gro- 
cery stock and consist in a large degree 
of carton goods, such as raisins and other 
dried fruits in cartons, or breakfast foods. 
Bottled goods, such as jellies, jams, or pre- 
serves, may be featured in an arrangement 
as indicated in the sketch. 



On the wall back of the display appears 
the familiar jingle which adds a certain fin- 
ish to the window. 

The window plan shown on next page is' 
based on a familiar old nursery rhyme. 
The sad adventure of Old Mother Hubbard 
is forcibly pictured in this window design. 
She has just left her easy chair in the cor- 
ner and has arrived in front of the cup- 
board. She is made to show great surprise 
at finding the cupboard bare, as is shown by 
her startled position, while the dog appears 
disappointed at the slim prospects of getting 
a meal. 

The construction of this display is sim- 
ple. The old woman is a large-sized doll in 
disguise. She wears an old-style bonnet, a 
black dress with a white apron and collar. 
The chair is in proper proportion, being the 
common, ordinary doll chair- The toy dog 
is easily obtainable. 

The cupboard is constructed of cartons as 
shown here, the shelving being made with 
the aid of thin boards. Any long, flat style 
carton will answer the purpose. 

On the top of this improvised cupboard 
are arranged a few jellies and jams. Run- 
ning around the wall of the window are 
cartons of such goods as it is wished to 
feature in the display and to give the win- 
dow a finished appearance a few jars of 
jellies, jams, or preserves surmount the car- 
tons. 



138 




Peter and His Pumpkin Offer Possibilities 



Another good nursery rhyme subject 
about which an interesting as well as at- 
tractive exhibit may be arranged is that 
of the marital affairs of that old children's 
favorite, Peter, the pumpkin eater. The 



scandal is so realistic in the picture that 
but few can resist the temptation to stop 
long enough to make at least a cursory ex- 
amination of the display. Once the window 
trimmer has succeeded in attracting the at- 




tention of the consumer, he has taken a long 
step in the direction of securing his trade. 

This window is an exceedingly easy one 
to build ; however, it can be made none the 
less effective. 

The "house" consists literally of a pump- 
kin shell, the center of which has been 
taken out through a hole cut in the bottom, 
or one cut in the side opposite the door. 
As soon as this operation has been com- 
pleted, the piece removed is replaced. The 
door and window are cut in the shell at 
the proper places. The window may be sim- 
ply indicated on the shell by making the 
outline with a knife and scraping away the 
outer portion of the shell, or cut through 
as is the door. 

At one side is the stovepipe, constructed 
of two pieces of heavy paper so cut that 



when rolled and glued together they form 
the elbow as indicated in the reproduction. 
The flag surmounting the house is entirely 
optional with the trimmer. A light bulb 
should be placed in the pumpkin. 

It will be noted that the door is not con- 
structed on a level with the floor, but is 
slightly raised, providing for a few steps. 
Around the base of the house small car- 
tons are arranged covering up the unsight- 
liness and at the same time giving a staple 
appearance to the house. 

In the corners and forming a sort of 
background are cartons or canned foods, or 
any other articles which are to be featured 
in connection with the display. 

On the wall in the background appears 
the nursery rhyme which will make the 
meaning of the display apparent at a glance. 



Another Novelty Feature and How to 

Make It Work 




~ZL 



— 



This nursery rhyme window offers a sug- 
gestion which permits of some action in the 
window and a display not too different from 
those in the toy shop windows which will 
prove especially attractive to the children 
and equally interesting to the grown-ups. 

The subject, as is apparent, is that of the 
athletic cow of whom we all heard, as 
children, and her wonderful jumping pro- 
pensities. This marvelous feat is performed 
not once but several times every minute 
through mechanical ability of the trimmer, 
aided by a water motor or the spring motor 
referred to previously. 



The diagram in the upper right-hand cor- 
ner of the design gives an idea of how the 
feat is accomplished. The moon is similar 
to the hub of a wheel except that it does 
not revolve. To a wheel connected with 
the motor is attached a rod to which, in 
turn, has been fastened a heavy pasteboard 
cut-out of a cow. A few ink lines as 
shown in the sketch add a "realness" to 
the animal. 

The display of cartons in the window is 
so arranged that only the upper half of the 
revolution is visible from the front of the 
{Continued on page 143) 



140 



A "Close to Nature" Picnic Goods Setting 




cut 



Here is a "close to nature*' window trim- 
ing suggestion. 

With the warm weather the call of the 
wild will cause many a flight into the coun- 
try and the picnic season has already begun 
in some sections of the country. The plan 
of arrangement is to suggest the season of 
the year, spring, with the demand in eatables 
that will come with the ensuing hot weather 
and its picnics and excursions. 

The cut shows a landscape at the back of 



the window, which may be used where a 
high backed window is installed and the 
picture produced by using some picture of 
similar nature. If no such picture is avail- 
able a rough sketch on sized muslin by the 
sign painter, even though it is not highly 
artistic, will answer the purpose if the other 
details are worked out in connection. The 
sketch so made can be used many times, as 
with a change of the surroundings it can 
often be brought in to good advantage. 




141 



The Use of Window Fixtures 



By Oscar Onken 




Copyright, 191 i 



THE OSCAR ONKEN CO. 
Cincinnati, Ohio, U. S. A. 



Patented, 1911 



The truth of that old saying, "Goods well 
displayed are half sold," has been proven 
in thousands of stores. To sell goods you 
must display them and display them attract- 
ively. You will get a better class of trade 
and better prices. It costs but a trifle more 
to fit up your store neatly and the difference 
in profits will warrant the extra expenditure. 
It is only human nature to desire those 
goods that look well in the store. From 
the child who sees the candy to the woman 
who buys all the household goods, the 
same instinct runs through all. 

A lot of goods thrown into a window in 
a slipshod fashion will not attract the same 
attention as would the same lot neatly 
arranged on fixtures. A good display pro- 
motes business. There are many merchants 
who advertise continually and talk "quality" 
yet put their money into cheap window fix- 
tures, thereby contradicting their "quality" 
talk. 

Your store window is nothing more, 
and nothing less, than a dumb but success- 
ful salesman. You need no argument to con- 
vince you of that, you know it. The ques- 
tion is, do you fully realize that the manner 
in which it is trimmed reflects you, reflects 
your taste, reflects your policy, your judg- 
ment in display, that it is your particular 
means of advertising, and a large source 
of income? 

If you fully understand all these points, 
you have the right idea of your show win- 
dow value. Put snap in it, put the "get 
there" spirit in your displays, and don't for- 
get that your display fixtures must rank as 
high as the market affords. 

The window should be given even more 
attention than the inside of the store. It is 
the part that most people see, and if the 
display in it is not a neat one, it is almost 
certain that the inside of the store will cor- 
respond. One only has to look at the win- 



dows of the stores on the main streets in the 
cities and larger towns, to see the attention 
merchants devote to them. The reason rents 
are so high on principal streets is that the 
displays in the windows are seen by many 
more people than those in the stores on the 
back thoroughfares. Merchants are realizing 
this and use the windows for all that is in 
them, making the displays as attractive as 
possible. This can only be accomplished by 
the use of good fixtures. 

There are many merchants who believe 
that a good window display is better adver- 
tising than newspaper space. This, however, 
is a matter of opinion. Not so very many 
years ago, a merchant would "throw" a 
few articles into a show window and let it 
go at that. To-day, however, windows are 
being made just as attractive as they can 
possibly be. 

A great many merchants have attained 
a marked degree of proficiency in the 
art of window-dressing, through persistent 
effort and study of what constitutes a well 
dressed window. There are, however, a vast 
number of merchants who, if provided with 
a volume containing illustrations and de- 
scriptions of up-to-date window displays, 
could design and install window displays 
which would multiply their sales. 

It is just as necessary to change your 
window display as it is to change your 
advertisement in the daily or weekly news- 
paper. Change is the order of the day. 
Onken Younits permit ceaseless changes ; 
overcome sameness and make new and 
original designs easy to execute. Onken 
Interchangeable Wood Window Fixture 
Younits manufactured and sold by the 
Oscar Onken Company of Cincinnati, 
Ohio, enable the merchant to make his win- 
dow displays as attractive as any in the town. 
They are so simple to put together that a 
clerk can put a window trim together in 



142 



from 15 to 30 minutes, without the aid of 
a tool. You have practically a window trim- 
mer without expending the salary of one 
each week. The book of photographs which 
is sent with the fixtures shows an abundance 
of trims, so up to the mark, so well thought 



out, that one sees at a glance how quickly 
goods can be sold when properly displayed 
Hundreds of trims can be made with this 
one set of units and any clerk can set them 
up. Your windows are the best advertising 
medium you can have. Goods carefully and 
properly advertised sell themselvi 



Another Novelty Feature and How to Make It Work 

(Continued from page 140) 



window. If a cat and dog of the* proper 
appearance cannot be secured in the toy 
department, cut-outs are easily made which 
serve the purpose very nicely. The dish 
and the spoon are also represented by cut- 
outs, or by using the originals, pen and ink 
lines furnishing the facial appearance. 
It will be noted that the display is ele- 



vated from the floor of the window. This 
permits of the cow revolving without the 
necessity of cutting a hole in the floor. Of 
course if the window is not too deep its ele- 
vation above the main floor solves this 
problem and the circle described by the 
cow in its revolutions is accomplished im- 
mediately back of the window floor. 




143 



PART THREE 



On the following pages appear reproduced photo- 
graphs of a number of distinctive grocery window dis- 
plays. Among them are several prize winners. In each 
case the effort expended in preparation of these strong 
store advertisements was productive of results, accord- 
ing to statements by the merchants whose stores they 
graced. 





147 





148 





i 4 9 





150 








151 





152 





:53 




154 





55 





156 






157 





158 





159 




i6o 




i6i 





1 62 



r\ 




They're Your 
Crowds 



Crowds of grape juice buyers are going by 
your doors. They're your customers, if you 
want them. In their minds they are carrying 
buying suggestions — national advertising is 
swaying them, and if you will just announce 
your good merchantship with well-known 
brand displays they will flock to leave their 
trade with you. 

You are stocking your windows and shelves with good things. 
Give Welch's its proper place in your displays — for Welch's is a 
quality product that's a quantity seller which yields a good and easy 
profit to the dealer. Its rich purple color and attractive package 
tempt — a glimpse completes a sale. 

The window display material which Welch furnishes merchants 
who push Welch's is expensively lithographed, handsomely drawn 
and beautifully colored. Its display is a sure trade stimulant for 
it connects your appeal with our national advertising — hits folks 
when they are thinking of Welch's and brings them into your store, 
your customers. 

Send for new display material, booklets, lantern slides, newspaper 
electros, signs and ask to be put on the mailing list 
of Welch's Magazine if not already on. It contains 
many window trimming suggestions. 



A Welch trim wins trade — 
Just try it and see! 



The Welch Grape 
Juice Company 

Westficld, New York 



}rs\ 





BUILD YOUR WINDOW DISPLAYS WITH 
THE FOOD PRODUCTS 

packed under the 

Richelieu 
Ferndell or 
Batavia 



labels and the trade attracted by that advertisement will never 
cease to thank you for suggesting this most comprehensive 
line of highest quality foods. No more lasting benefits are to 
be secured in the retailing of foods than by means of a store 
policy founded on quality. Quality in your windows is attain- 
able in so great measure in the display of no other line as with 
these highest quality foods. A quality trade in the store can 
be attracted and retained in no more permanent manner than 
with a sales policy which includes 

The display in your windows of the brands 



Richelieu, Ferndell or Batavia 

Food Products 



supported by an aggressive sales policy in the store which 
emphasizes the intrinsic merit of these highest quality foods. 



Make Yours the R i c h e I i e 



u 



166 



Over fifty years of experience con- 
centrate on the making of these brands, 
that they may be successful in your store. 
They long have been the most extensive lines 
of food products packed under one label. 



Absolutely nothing is overlooked in Your customer, delighted with one 

the selection of ingredients and ma- item of RICHELIEU, .FERNDELL 

terials, in sanitary preparation and or BATAVIA products, immediately 

packing, in testing and inspection, to asks for others. At once you will see 

make RICHELIEU, FERNDELL the distinct advantage of handling so 

and BATAVIA food products superi- extensive a line, for practically no 

or in every way. In every particular food or delicacy exists which you 

they comply with all pure food laws. cannot secure for your trade, every 

This constant care in production is one of the RICHELIEU, FERN- 

reflected in the "repeat" power of DELL and BATAVIA standard of 

these goods. excellence. 



Here are food products that women will 
recommend to each other and which you 
may be sure will always live up to their repu- 
tation. The advertising value of this repeat 
business is an asset for your store. Your win- 
dow displays should be prepared with this 
line of highest quality foods. We will be 
glad to help you. 



Sprague Warner & Company 

CHICAGO, U. S. A. 



Fe rn d e 1 1 or Batavia Store 



167 



Have You Seen It? 

** Shredded Wheat 
Window Trim 

the most novel and attractive window 
display ever devised — a miniature repro- 
duction of 

"The Home 
Shredded Wheat" 

at Niagara Falls, N. Y. 

the finest, cleanest, most hygienic food 
factory in the world, with a marvellously 
beautiful view of Niagara Falls. 

The "last word" in window trim 



168 



Make Your Windows 
Pay Dividends 

miiiiiiiiiiiiiiiiiiiiiiiiiiiniii 

The Calumet window trim. 

Designed by Henry Hutt. 

Lithographed in seven colors. 

Put up in a moment. 

Does not obstruct the view or hide the display 
in the window. 

Can be taken down easily and used time and 
again. 

The most attractive display ever designed for 
window dressing and furnished gratis with pen- 
nants, hangers, etc., upon request. 

Special co-operative advertising for progressive 
merchants. 

Write the 

Calumet Baking Powder Co. 

4100-4124 Fillmore Street 
Chicago, 111. 

See Page 154 for illustration of the Calumet Trim 



169 



5-10-25 Cent Goods 



Your window is the very best advertising 
medium you own but it never will be 
at its best until variety goods are in it. 
5, 10 and 25 cent goods put punch into 
window trims. 

So powerful is their appeal that more 
than twenty-five thousand stores chose 
them as a window display for opening 
days. Window displays of 5, 10 and 25 
cent goods have gingered up many a 
discouraged grocer and put his business 
on the right side of the ledger. 



BUTLER BROTHERS 



170 



Make Windows Pull 

In many a town window displays of 5, 
10 and 25 cent goods have caused real 
bargain riots. 

Just the other day a grocer, known to 
every man reading this article, tried 
5, 10 and 25 cent goods in his windows 
and made his store the talk of the 
town. 

If you don't know how to go about 
making these goods work for you, we 
will tell you. 

Exclusive Wholesalers of General Merchandise 

NEW YORK CHICAGO ST. LOUIS 

MINNEAPOLIS DALLAS 

Write for complete information about the goods that make show windows pull 



T7I 



The big red and white package of 

Washington Crisps 

The biggest package of the best 

TOASTED CORN FLAKES 

is especially adapted to Window Trimming 



10 

cents 



rmrmiTTTn 




O 



(SHffllMifll 

Grail-/ 



ID 




CU NITLD C EREAL MILLS, LTD.. QUiNCY, I LU U.S.A.) 
*■■■■■■■■■■■ 



kh 



10 

cents 



We will send you upon request, all charges pre- 
paid, material for one of our attractive window 
trims. 

United Cereal Mills, Ltd. 

Chicago 



172 



Of Course 

you will make your show windows attractive. 

They are your cordial invitation to the onlooker 
to enter and buy. 

But, as you value your trade, do not fail to show 
the incoming customer a store interior which for 
cleanliness and protection of bulk goods and neat- 
ness and orderliness of display fulfills every expec- 
tation or promise held out by the handsome 
window. 

Your beautiful windows are your 

QUEEN-ANNE front 




Your old-style counters — disorder and dirt 
your MARY-ANN back 



are 




Quick and free information about a "Queen Anne" equipment of counters 
— insuring clean goods — if you ask for Catalog M. 

SHERER, the Counter Man 

SHERER-GILLETT CO. 
Clark and 17th Sts., Chicago 



173 



Make a Canned Goods 
Window Display 



with these brands of 



PEAS and CORN 



and you will attract and hold a profitable 
and desirable trade. 



MENU HIGH LIFE 

OLD ABE JOCKEY CLUB 

BLUE JAY RUN-O-POD 

WAUKESHA GREEN 

Quality Always Dependable 

Ask your Jobber's salesman for them. If he cannot sup- 
ply them, we will tell you where you can get our brands. 



Inderrieden Canning Co. 

Main Office, 336 River St., Chicago 

PACKING PLANTS 
Rice Lake, Wis. Barron, Wis. Hampshire, 111. 



174 





175 




Use Clicquot 
Club Beverages 
for decorating 
this window. 
The plan for 
arrangement is 
explained on 
page 64. 




Clicquot Club Ginger Ale 
Clicquot Club Root Beer 
Clicquot Club Birch Beer 
Clicquot Club Sarsaparilla 
Clicquot Club Orange Phosphate 
Clicqout Club Lemon Sour 

Clicquot Club Beverages are absolutely pure; 
the ingredients are the finest money can buy. 
The flavors are the best that can be produced by 
the foremost beverage experts — under the most 
favorable conditions known. 

The flavor and quality of Clicquot Club Bev- 
erages, together with the distinctive bottle in 
which they are packed, put the products in a class 
by themselves. 

It will be to your advantage to recommend 
and sell Clicquot to your customers because they 
have been partly sold by an extensive advertising 
campaign, thus requiring minimum effort of your 
organization ; they are sure to please your cus- 
tomers and result in repeat business, and you 
will make an extraordinary profit on the sale, 
which is the vital feature to be taken into con- 
sideration by all merchants. 



Clicquot ClubCompany 

MILLIS, MASS. 

United Brokerage Co., Chicago, III., Sales Representatives 



i|^5' '""""'•I' REGISTERED ^^S' 




176 



AT YOUR 

SERVICE 



IN response to an increasing number of requests from 
dealers who handle groceries, for advice, counsel and 
service in connection with progressive means of promoting 
their business, the Kellogg Toasted Corn Flake Company 
has placed a Dealers' Service department 
at the disposal of those who desire to make 
use of it. 

Advice on general subjects is given as 
freely as Kellogg displays, advertising de- 
signs, etc., etc. 

Displays are furnished with approved 
directions for putting them up, and de- 
signs that will positively increase the value 
of space ordinarily taken by the dealer in 
his home newspaper, are sent in the form 
of cuts, ready-to-use for the printer. Each 
design is calculated to give the dealer all necessary space 
for his own offerings. The dealer receives proofs on re- 
quest and can choose according to 
his own judgment such designs as 
he wants. 

Lantern slides for advertising in 
the "Movies," designs for his let- 
terheads, envelope cards, etc., and 
many other services are given. 

The service is given only on 
request, and there is no charge. 





SERVICE DEPARTMENT 

KELLOGG TOASTED 
CORN FLAKE CO. 

BATTLE CREEK, MICH. 



177 



p^ 


^rilll)l|||||i"-;^^ 


Ul 

a 
3 


Blue _/$ 

BRANDj^^lj 

1 FresnoHomePacmngG). 
fpeswo.caufoonia 



You Can Make No Better 
Display of Raisins and 
Dried Fruits Than a 
Window Trimmed With 



BLUE-Ribbon-RED 

RAISINS 

Sold to you on a strictly competitive basis with 
other brands less favorably known. Blue and 
Red Ribbon Raisins — all varieties— are packed 
by the pioneers in the raisin business. You can 
guarantee your trade the highest quality. 

A display in your window of these brands will 
attract customers — the uniform high quality will 
hold them — and you can get a good profit. 

Order from your jobber. We can tell you where 
to get Ribbon Brand Raisins if your jobber can't 
supply you. 



FRANK U. GRAY & CO. 

Eastern Representatives 

336 W. Madison St. CHICAGO 

FRESNO HOME PACKING CO. 

The Pioneer Raisin Packers FRESNO, CAL. 




178 



Make Your Show Windows 

Pay Your Rent 





EAA WINDOW TRIMS LIKE 
WU THESE IN ONE SET 

ONKEN 

INTERCHANGEABLE 
WOOD WINDOW DISPLAY FIXTURE 

YOUNITS 



The Storage Cheat. The 89 YOUNITS that make 
up this set are put up in A HARDWOOD, HINGED 
LID STORAGE CHEST (oiled finish). A good place 
to keep any part of the set that is not being used. 



Many Sales are made 
from the Sidewalk. 

This particular set of Inter- 
changeable Window Fixtures 
will make the finest of Win- 
dow Trims — will display your 
merchandise to a "Selling 
Point," will give you snappy 
trims which will attract local 
and transient trade. This set 
affords quick and frequent 
changes. 

Read further about this wonderful 

Grocers 9 Set. 

Hundreds of Trim*. With this set of over 500 original 
trade pulling window trims can be made and at no time making 
any two alike, besides hundreds of standard and odd window 
fixtures can also be made. 

Can't Wear Out. ONKEN YOUNITS are now made 
so they cannot show any wear. The NE W construction the 
"Sunken Steel Socket" takes the place of the old construction. 
There are now NO Screws Screwing Into Wood. They will 
now last for many years. The construction is sturdy and high 
grade throughout. Simplicity in detail is the principle. 
A Book of Window Trims Included. A large, beau- 
tiful book of many captivating trims made with this set will be 
sent FREE with this set. This book is a help to any window 
trimmer. 

Made of Oak. The entire set is made of thoroughly Kiln 
Dried Oak, the metal parts of cold rolled steel, eaeh YOU NIT 
is accurately machined to fit right and made interchangeable. 
Our Guarantee. We guarantee to replace this set FREE 
of CHARGE any time within one year if it prove? defective in 
any way through construction or parts not fitting satisfactory. 
Our Standard Finishes. We will ship this set in either 
Weathered, Golden or Antique Oak, all in a soft, mellow wax 
(non-scratchable) finish. 

Stock is carried in Cincinnati. New York and San Francisco. 
Atlantic coast trade supplied from New York. Pacific coast 
from San Francisco. 



for the Full Set 
No. 20 



$2750 

** 9 NET 



Price 

F. O. B. Cincinnati. New York and San Francisco 
Order thru your JOBBER or DIRECT 

The Oscar Onken Co. 

511 W. 4th St , Cincinnati, 0., U. S. A. 

Quick Shipments. Address All Correspondence to Cincinnati. 

Send for Yonnit Catalog. Stock is also carried in 

Canada, England and Australia. 



179 



The BEST SALESMAN 

you have is your 

SHOW WINDOW 

If^your window is attractively decorated, customers will come in as a 
matter of course and then it is an easy matter to effect a sale. 

ART FLOWERS 

will assist you to make an attractive window at any and all seasons. 







My illustrated catalogues are published each season and will show you an 
immense variety of Palms, Bouquets, Plants, Fruits, Vines, Sprays in any 
imaginable form — too numerous to mention here. 

Write for it — No. 197 — and get information about the best, latest and 
neatest for your purpose. 



Ward Building 
4th Floor 




S^^ 



12 North Michigan Ave., Chicago 

Opposite Grant Park 



180 



DOES YOUR STORE 
COMPARE WITH THIS? 




(MORRIS GROCERY CO.. DALLAS, TEXAS) 



In sanitary features — convenient and economical 
arrangement — display facilities — orderliness? 

Walker Bins have been the grocers' standard 
money-making equipment for 20 years. 

7000 satisfied users in the U. S. testify to their value. 

Write for free illustrated catalog and sug- 
gestions for improving your store interior. 



Designers and Manufacturers 
Modern Grocery Fixtures 



WALKER BIN CO. 

PENN YAN, N. Y. 



181 




We have helped Thousands of Merchants to get the best 
out of their window space by giving them real assistance 
in putting in effective displays. 

When you want to trim a corking good Soap, Soap Pow- 
der or Cleanup Window let us send you some suggestions 
and materials for such a display. 

"Let the Gold Dust Twins do your work." 

^^j&^T^^jaaa^jrjss^j^jrjaa -warn, m r w^ p^ M M. ¥ ^WW »»»«««*»>>*^^»>»»»>>> as S 

THE H.K. FAIRBANK COMPANY 

CHICAGO 



182 




Use this arrangement for the Display of 

in your window. It will get business for you. 




is Modern Ammonia in Powdered Form 

Ammo is the most desirable form of Ammonia for the merchant to handle, 
because there can be no breaking of bottles, spilling, freezing or other loss. 
Ammo will do the work of three bottles of the best 10c liquid Ammonia, 
but your customers will use more Ammo in proportion, because many things 
can be conveniently done with powdered Ammonia that are inconvenient 
to do with the Liquid. 

Read the directions for use yourself and tell 

your customers about it. 

Display and push Ammo — it pays a profit 

that will warrant any effort you put behind it. 

American Ammone Co. 

Buffalo, N. Y. 

United Brokerage Co. 

Chicago, 111. 

Sales Representatives 



^ 





183 




PHOTOGRAPH FURNISHED BY NATIONAL CASH REGISTER CO., DAYTON, O. 

JAP ROSE SOAP 

WINDOW DISPLAY 

This window shows some of our advertising matter 
and empty cartons, used to make an attractive 
soap window. 

Do not make the mistake of overcrowding your window; 
make it bright, clean and attractive. 

A Jap Rose window display will be given any dealer 
on application to our representative, or by addressing the 
Advertising Department. 

JAMES S. KIRK & CO. 



106 E. Austin Ave. 



Chicago, U. S. A. 



1.84 




20 Mule Team 
Borax 

can be attractively advertised through 
window displays. Material for window 
dressing on "20 Mule Team" Borax 
and Borax products will be sent to re- 
tailers on application. Every person 
that passes your store is a prospective 
Borax user, because Borax can be used 
with benefit by everyone, regardless of 
age or occupation. It will pay you to 
display it. 

The Pacific Coast Borax Co. 

1550 McCormick Building, Chicago 



18.5 



KC 

Baking Powder 

Pure Goods 

Sold at an honest price to consumer 
with full profit to grocers. 




Decorated mimMm nn adzertising K C Baking Pozvder in Chicago. 111. 

Guaranteed to give perfect satisfaction in every 
respect. 

Retail price refunded on any can returned. 
The "Pure Food" baking powder. 



Jaques Mfg. Co. 



Chicago 



186 



KC 

Baking Powder 

contains no 
albumen (white of egg) or any 
adulteration — therefore it complies with all pure 
food laws, both state and national. 



9g lf9 

8Kg ; 




JF *^ ; ^B'X X. k» ^^^r^B^aEs 
^'vflrEtnl §S-^3 Ml aW 




PH - 


k< «c K-^-tr-Tc* « -< it ^^rsrj^-nqsss; r, t. t, 

a s a_ b a — o a a » a_ a a a a a e z e 


n?)Bff i'nr' ]]l 


«► »o » • a ■ •a» i li»a»»Ti»»« 
T, Tfi 8c, «'C KC KC. KC KC KC KC KC, KC KC », f_jK KC KC 

» «> at. a»» »»»»»»»» " 'c ( r«» • » 

"7T «'d KC KC KC KC, KC, KC KC, KC KC K. KC ja.aL*^ JL 




1 mSi pic kc, kc, h 

Tc «'c(«c^ 





IVindovj display of K C Baking Powder in Kansas City, Mo. 

Sold and pushed by grocers throughout the 
United States who appreciate fair dealing by the 
manufacturers and who like to give their customers 
full value for their money. 



Jaques Mfg. Co. 



Chicago 



is? 



The Right Way to Light a Store Window 






* jig lip 



1. Hide the lamps from people on 
the sidewalk or within the store. 

2. Throw all the light on the 
goods. Don't waste any on ceiling 
or sidewalk. 

3. Use the most powerful reflec- 
tors made which give brightest win- 
dows at the least cost for electricity. 

X-Ray Reflectors 

are specially designed 
for window lighting 

They are opaque and hide the Blar- 
ing lamps. 




They are scientifically designed to control and direct the light like an automobile headlight or a searchlight. 

They are made of one piece of corrugated glass, plated with pure silver. This plating is protected by an elastic enamel which prevents 

cracking, peeling or blistering. They are the most powerful reflectors made and their brilliancy is everlasting. 

NATIONAL X-RAY REFLECTOR CO. ^ i ^i^4 y ^igsts£sl m ^ 



Mr. Grocer 

Why not carry 
a cleanser that 
sells on its mer- 
its at a popular 
price and at a 
profit to you ? 



TCHEN 

;nzeb 

"EG. U.S. PATENT OFFICE 




"'ANTISEPTIC 



SS*Ns-scoujf 
Sn Br*£ 



This is the only 
Sc cleanser guar- 
anteed to equal 
others sold at 
twice the price. 

Your jobber has it 
Order today. 



Fitzpatrick Bros. 1319 cmci n Go place 



188 



Increase Your 
Business 

by properly utilizing your display 
windows. 

Get the full advertising value of these windows 
by trimming them with attractive displays of 
popular products on which you realize generous 
profits. 



Karo 



Argo 



Kingsford's 



window displays can be quickly and artistically 
arranged with the complete sets of attractive dis- 
play material which we will send FREE for the 
asking. 

Send us a post card telling which kind of a 
display you want and it will be forwarded 
to you promptly. All charges prepaid. 



Corn Products Refining Co. 

17 Battery Place New York 

Dept. WD. 



189 




Window Trimming That Hooks Up 
With Magazine Advertising 

We furnish stores, free of charge, with full-sized reprints of advertising pages 
from Good Housekeeping Magazine. These are put in the window in the man- 
ner shown above. Every magazine reader who passes the store sees at a glance 
that the store carries certain articles he has seen advertised in the magazines. 

It is very important to tell the public that you carry advertised articles, because 
people do not like to be obliged to ask and perhaps be rebuffed or offered some- 
thing else. This kind of window display is simple, easy to put up, costs not a 
cent, and has produced sales for thousands of merchants. 

This service is given to the Good Housekeeping Stores, of which there are now 
5,000. There is no charge and the dealer binds himself to nothing — not even to 
call himself a Good Housekeeping Store unless he likes (most of them do, 
though). Any store, in any retail line, may become a Good Housekeeping Store 
if it carries nationally advertised goods, is progressive, and in good commercial 
standing. 

Other advantages given are cuts, posters, moving picture slides, post card 
announcements, the 96 page quarterly review of trade papers, "Good Store- 
keeping" — all free. In addition, we advertise constantly to about two mil- 
lion people a month, recommending them to patronize the Good House- 
keeping Stores. Write for details to 



DEALERS' SERVICE DEPARTMENT 
GOOD HOUSEKEEPING MAGAZINE 
115-P West 40th Street New York 



190 



